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New Honda Commercial “Racing at Heart” Connects Motorsports Portfolio to Ridgeline, Civic Si, and Type R

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"Racing at Heart," a new brand campaign linking Honda's incredibly diverse, high-performance motorsports program to production vehicles including the new Civic Type R, arriving in dealerships late spring, makes its television debut today.

Honda is playing up the connection between its motorsports program and its own production vehicles in a new commercial titled “Racing at Heart.” The ad features the 2017 Honda Ridgeline pickup truck and Civic Si compact car, both on sale now, as well as the upcoming Civic Type R hot hatch, which goes on sale this spring.


Related info: 2017 Honda Civic Type R preview


The spot begins with a shot of the Ridgeline Baja Race Truck engaged in desert truck racing, then transforms into a Honda Red Bull OMSE Civic Coupe participating in the Global Rallycross, before turning into Honda’s Verizon IndyCar Series vehicle. In the final seconds of the commercial, the continually changing racecar becomes a Type R, which speeds into frame, before being flanked by a Ridgeline and Civic Si.

The new marketing campaign is debuting during the NBA Conference Finals on ABC, and will also be featured during the ABC broadcast of this year’s Indy 500 race on May 28th, and during qualifying for the race on May 20th and the 21st.

“Racing is a core part of Honda DNA and for over 60 years the new technologies and challenging spirit we gain on the track translates into the high level of performance in the vehicles we make for our customers,” said Susie Rossick, Honda Marketing’s Assistant Vice President. “This new ‘Racing at Heart’ campaign helps celebrate the arrival of the Civic Type R and Si at Honda dealerships nationwide in the coming weeks.”

Honda takes pride in possessing the most robust and diverse racing portfolio of any automaker, and with the upcoming launch of its highly-anticipated Type R, soon the brand will have an impressive collection of performance-oriented passenger vehicles.


Related info: 2017 Ridgeline named Truck of the Year