VIDEO: Honda Civic perfects the “Feeling” of driving

Honda’s UK division has produced some rather intriguing, thought-provoking commercials over the years. Who can forget the Rube Goldberg machine that was the Accord Tourer in “Cog”? Or the wonderful shape-shifting showcase of the company’s innovative history in “Hands”? The latest spot in the pantheon of greats is “Feeling”, featuring the facelifted Euro-market Honda Civic range – regular hatch, Tourer and manic Type R.

Produced by Wieden + Kennedy London, the rather surreal 60-second ad depicts boffins working in a bullet-time environment to fine-tune the driving experience, as the various Civics traverse through rainy cityscapes, sakura-covered roads and dirt trails.

No detail is left unnoticed – birds, butterflies, flower petals, the dirt and water being sprayed from the wheels, the position of the driver’s hands on the steering wheel and gear lever; they are all tweaked just so. Honda says in the video that “the most powerful thing you can build is a feeling” – and it really carries the message across here.

Though a standard TV spot, “Feeling” joins a number of recent ads built specifically for the web. There’s “The Endless Road”, featuring a CR-V literally driving endlessly in the time of day and weather of your current location; “Keep Up”, which ran through an ever-quickening sequence of words and challenged the viewer to keep up; and “The Other Side” that explored the Jekyll-and-Hyde nature of the regular Civic and its Type R sibling.

Of course, an all-new tenth-generation Honda Civic is due to be unveiled in the third quarter of this year, with a new 1.5 litre VTEC Turbo four-cylinder engine as well as a Type R hatch for the US market. Previewed by a low-slung lurid green coupé concept, patent pics leaked soon after suggested that the production models will keep the promise of striking styling; more recently, a hatch mule was spotted by our Euro spies.

Facelifted Honda Civic hatch


Honda Civic Type R at Geneva 2015

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Jonathan Lee

After trying to pursue a career in product design, Jonathan Lee decided to make the sideways jump into the world of car journalism instead. He therefore appreciates the aesthetic appeal of a car, but for him, the driving experience is still second to none.

 

Comments

  • sepul on May 07, 2015 at 12:50 pm

    The euros always got the better Civic. Sad.

    Like or Dislike: Thumb up 14 Thumb down 2
    • Same L0rrrr on May 07, 2015 at 2:18 pm

      Why so sad?

      Malaysians always get the best Proton also.

      Please support and buy more Proton, else it will beg money from government again.

      One way or other, all Malaysians are subsidizing Proton.

      Like or Dislike: Thumb up 6 Thumb down 11
    • are you sure? fn2r vs fd2r? are you sure?

      Like or Dislike: Thumb up 4 Thumb down 0
      • karam singh on May 08, 2015 at 11:42 am

        We Asian get better Civic …
        Malaysia are 1st country got FD2R after Japan

        FD2R>FN2R

        Like or Dislike: Thumb up 1 Thumb down 0
  • Sam L0rrrr on May 07, 2015 at 2:31 pm

    My Toyota Altis TRD can dapao this Type-R anytime!

    Like or Dislike: Thumb up 2 Thumb down 20
    • lolzer on May 07, 2015 at 3:08 pm

      Then why are you trolling here instead of driving it? Oh right, you’re busy with bookings. Wait, you shouldn’t be here too. I know, you’ve been fired by Toyota, and now trying to earn Toyota’s trust by doing advertising.

      Like or Dislike: Thumb up 8 Thumb down 0
    • karam singh on May 08, 2015 at 11:44 am

      Rubbish facelift with no safety not gonna make your car faster and safer..

      Like or Dislike: Thumb up 0 Thumb down 0
  • Macromedia on May 07, 2015 at 3:17 pm

    Beautiful commercial. Well done

    Like or Dislike: Thumb up 3 Thumb down 0
  • DPCraft on May 07, 2015 at 7:58 pm

    What a nice-looking car

    Like or Dislike: Thumb up 1 Thumb down 0
  • Steve Kok on May 08, 2015 at 4:27 pm

    Spare parts issues.
    My fren’s Euro FN2 Type R has been sitting in his garage for more than 6 months.
    Some sensors in the manual gearbox kong.
    No parts.
    Now he is looking to buy a FN2 halfcut.. :(

    Like or Dislike: Thumb up 1 Thumb down 0
 

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