We have good news and bad news.
The good news is, Honda has launched one of the most innovative commercials we've seen in a very long time. Some ads succeed with thoughtful writing, some ads benefit from dazzling camera work, and others achieve greatness because of a clear, simple concept. (Volkswagen's The Force ad nailed the last one with ease.)
The video for the 2015 Honda Civic Type R succeeds on all three counts. The writing is smart, the cinematography is snazzy, and the concept is spectacular. What's more, it's two ads in one, thanks to some nifty technology.
When the ad kicks off, it seems like a simple, straightforward clip of a dad picking up two kids from school. A few moments into it, though, you're encouraged to tap and hold a key on your keyboard. (It's the "R" key, naturally.) Do so, and it feels like you've been dropped into an alternate universe.
The creative team at international powerhouse Wieden+Kennedy have essentially created twin, shot-for-shot stories -- one told by day, the other by night. We won't spoil the surprise, but we think the best way to enjoy the ad is to watch it three times: once without touching anything, a second time in "R" mode, and a third time bouncing back and forth between the two. (We'd normally embed the video here, but apparently, the software only works on YouTube.)
It's a great story, well-told, and it puts the car at the center of the commercial (which agencies forget to do more often than you'd think). It also drives home the fact that the Civic Type R is two cars in one -- or actually three, with Eco mode, but let's not mull over that.
Oh, the bad news? Honda won't be selling the 2015 Civic Type R in the U.S. So all we can do is watch and be jealous. Sorry.
For more info about the ad and details about the Type R, visit our colleagues at Motor Authority.