Honda goes interactive in new ad campaign

Humble dad by day, member of a criminal underworld by night? Then this new interactive ad for Honda from Wieden + Kennedy London and director Daniel Wolfe will be right up your street...

The campaign aims to promote the new Civic Type R car, which is described in the press release as the "wild child alter-ego of the Civic hatchback". To emphasise the car's dark side, we are invited to interact with an online film, which allows you to switch between two characters – the cool but stable dad in the daytime, and the nighttime criminal.

The interactive element of the campaign is minimal – you simply press the 'R' key to switch between the two stories – but the effect is smooth and the film is beautifully shot by Wolfe. Plus the campaign features a more dynamic and adventurous style than we've seen from Honda of late.

Below is a trailer for the film. For the full experience, visit

Agency: Wieden + Kennedy London
Creative directors: Scott Dungate, Graeme Douglas
Creatives: Scott Dungate, Graeme Douglas, Paul Knott, Tim Vance
ECDs: Tony Davidson, Kim Papworth
Production company: Somesuch
Director: Daniel Wolfe
Interactive production company: Stinkdigital
Editorial company: Trim
VFX company: The Mill