Honda Premieres "Racing Against Time" Short-Film Documentary Featuring Skateboarding Legend Tony Hawk and "Star Trek" Screenwriters Roberto Orci and Alex Kurtzman

October 8, 2009

by
RPA

TORRANCE, Calif., Oct. 8, 2009 — Honda will debut its fifth short-film documentary, "Racing Against Time," as part of the "DREAM THE IMPOSSIBLE" Documentary Series on Mon., Oct. 19 at http://dreams.honda.com.

Directed by Joe Berlinger with producers @radical.media, "Racing Against Time" takes a personal look at what defines the essence of racing and how the best work is often done when the pressure is high and competition is fierce. The film illustrates Honda's racing spirit, as Honda associates persevere to develop innovative environmental solutions. Teamwork also is shown as an integral contribution to extraordinary results. These themes are brought to life during the seven-minute film through personal experiences shared by professional skateboarder Tony Hawk, "Star Trek" and "Transformers" screenwriters Roberto Orci and Alex Kurtzman, and IndyCar driver Tony Kanaan. Stories from several Honda associates also are featured, including Sachito Fujimoto's challenge to develop the Honda FCX Clarity fuel cell electric vehicle.

Launched in January 2009, the "DREAM THE IMPOSSIBLE" Documentary Series is intended to speak to both the hearts and minds of consumers by revealing stories of Honda's corporate philosophy at work through an intimate multimedia, interactive Web site. The campaign strategy was developed by RPA, Honda's longstanding agency of record.

To connect with consumers in a relevant environment that promotes real people sharing real stories, Honda is showcasing all of its "DREAM THE IMPOSSIBLE" Documentary Series trailers during ESPN's "30 for 30" film series. The "Racing Against Time" trailer will first air on Tues., Oct. 20. ESPN's "30 for 30," which began on Oct. 6, is a weekly documentary series to celebrate ESPN's 30th anniversary and features 30 films from some of today's finest storytellers detailing the issues, trends, athletes, teams and events that transformed the sports landscape over the past 30 years. For the first time, "DREAM THE IMPOSSIBLE" trailers will run on TV during national "30 for 30" premieres; trailers also will appear on http://30for30.espn.com.

"Honda's new doc film, 'Racing Against Time,' was developed to share our unique corporate culture rooted in racing, and to inspire people to innovate—no matter what the circumstances," said Barbara Ponce, Manager of Corporate Advertising for American Honda. "Honda's racing spirit goes far beyond the race track—it's a unique approach to business that allows us to face and survive difficulties in the marketplace, including the current environmental and economic challenges."

"In 'Racing Against Time,' Joe Berlinger brings a whole new dynamic to Honda's 'DREAM THE IMPOSSIBLE' Documentary Series. There's a real sense of urgency to the film. The pacing, music and imagery all reflect the intensity and drive of the people we interviewed—whether it's pro athletes, like Tony Hawk and Tony Kanaan, describing the challenges of competing against the clock or environmental experts and scientists discussing solutions for the looming deadlines that our planet will face in the near future," said Todd Carey, associate creative director at RPA.

The "DREAM THE IMPOSSIBLE" Documentary Series has received thousands of press and online mentions since it launched. A sixth film, "Living with Robots," is in production and will launch in January 2010. The Web site, http://dreams.honda.com, has surpassed Web site visitation goals and has positively moved key brand image metrics.

The campaign targets 25- to 49-year-old adults with a youthful spirit, who are comfortable with technology, who value authenticity, and who are drawn to brands they can relate to, connect with, or admire.

Credits

Film Chief Creative Officer: David Smith Writers: Todd Carey, Curt Johnson Agency Producer: Gary Paticoff Executive Producers: Barbara Ponce, Jon Kamen, Frank Scherma, Frank Stiefel, Justin Wilkes Production Company: @radical.media Producer: Andrew Flakelar, Todd Carey, Curt Johnson Director: Joe Berlinger DP/Lighting/Cameraman: Andrij Parekh Editor: Ben Coccio/Outpost Digital Original Soundtrack: Q Department. Post Production: Outpost Digital Graphic Designer: Dave Dimeola, Chris Rubino Photographer: Davi Russo

Interactive Chief Creative Officer: David Smith Executive Producer, Content: Gary Paticoff Creative Director/Art: Curt Johnson Associate Creative Director/Copy: Todd Carey Senior Art Director/Art: David Mesfin Senior Copywriter: Brenna Hajek User Experience Lead: Alex Yra Technology Director: Scott Westerfield Technologist/Flash: Jeff Siegal

About Honda Honda is the world's largest engine maker, producing a vast array of products, including automobiles, motorcycles, power equipment and jet aircraft — all designed to advance mobility and improve the lives of people through continued innovations in technology and design. June 2009 marked Honda's 50th anniversary of doing business in America.

Honda Web site: http://www.honda.com Honda Multimedia Newsroom: http://www.hondanews.com Honda on YouTube: http://www.youtube.com/honda Honda on Twitter: http://www.twitter.com/alicia_at_honda Honda on Flickr: http://www.flickr.com/hondanews

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.

About @radical.media @radical.media is a multi-platform integrated entertainment and media company that produces and distributes television, feature films, commercials, digital content and design. @radical.media has produced award-winning projects, including the Academy Award(R)-winning documentary "The Fog of War"; the Grammy Award-winning "Concert for George"; the pilot episode of the Emmy and Golden Globe-winning series "Mad Men"; the Emmy-winning "10 Days That Unexpectedly Changed America" for the History Channel; the award-winning documentary "Crude"; critically acclaimed series "Iconoclasts" for the Sundance Channel; and the recent MTV documentary "Britney: For The Record," among many others. For more information, visit http://www.radicalmedia.com.