Honda Premieres "Living with Robots" Short-Film Documentary at Sundance Film Festival

January 22, 2010


TORRANCE, Calif., Jan. 22, 2010 — As part of the "DREAM THE IMPOSSIBLE" Documentary Series, today Honda debuted its sixth short-film documentary, "Living with Robots," at the Sundance Film Festival and at

"The Sundance Film Festival is the ideal place to explore new and diverse ideas at the intersection of art, technology and mobility," said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc. "Honda's new film takes a fresh look at mobility through stories on one of Honda's most challenging dream projects — ASIMO, the world's most advanced humanoid robot."

Directed by Joe Berlinger with producers, "Living with Robots" investigates humankind's keen interest in robots and how robots can challenge the impossible by saving lives while also holding the promise to become more integrated and helpful in daily life. The film highlights Honda's ASIMO (Advanced Step in Innovative Mobility), the world's most advanced humanoid robot, and the company's commitment to researching and developing bipedal mobility and how the research improves technologies across the company. "Star Trek" and "Transformers" screenwriters Roberto Orci and Alex Kurtzman, academics, philosophers and several Honda associates and engineers are featured in the film.

"Our new film, ‘Living with Robots,’ features some of the most interesting subject matter we've ever covered in the ‘DREAM THE IMPOSSIBLE’ Documentary Series. Acclaimed director Joe Berlinger really brought to life the fascinating story of the role of robotics in society. Many people are aware that Honda is researching robotics with the ASIMO project, but this film gives us a thoughtful and artistic glimpse of ASIMO and the future of robots that we've never seen before," said Curt Johnson, creative director at RPA.

"Living with Robots" will be screened as part of special appearances by ASIMO for three days only at the Festival's Village at the Yard. These demonstrations will highlight the advanced technology behind ASIMO and how a robot like ASIMO will someday help people. Screenings and demonstrations begin on Fri., Jan. 22 and continue through Sun., Jan. 24.

Within the Festival hub off Main Street at the Honda display tent, attendees can experience the Honda brand and Honda's advanced products, by viewing "Living with Robots" and getting a sneak-peek at the all-new 2011 Honda CR-Z sport hybrid coupe, while also checking out the zero-emissions hydrogen-powered Honda FCX Clarity fuel cell electric vehicle.

To generate momentum and interest beyond the Sundance Film Festival, "Living with Robots" will be supported on cable and online. "Living with Robots" will be promoted throughout, and 15-seond trailers will run on the Sundance Channel video-on-demand. The 90-second "Living with Robots" trailer will appear nationally in-theater in January.

A sponsorship of TNT's limited-commercial-interruption movies includes custom-produced tune-ins co-promoting upcoming TNT movies and "DREAM THE IMPOSSIBLE" films and placements of 90-second and 2-minute trailers of the films.

Honda will continue to showcase all of its documentary series trailers during ESPN's "30 for 30" film series (, a weekly documentary series to celebrate ESPN's 30th anniversary and features 30 films from some of today's finest storytellers.

Syndicated online media will drive traffic to and will aid in creating buzz among consumers. "Living with Robots" units will run on relevant Web sites that appeal to the target, including technology, news and entertainment. The 90-second trailer will run on and Hulu full episode players.

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.

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: Producer: Andrew Flakelar, Todd Carey, Curt Johnson Director: Joe Berlinger DP/Lighting/Cameraman: Andrij Parekh Editor: Joshua L Pearson/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 marked 50 years of operations in America in 2009. As a company devoted to the advancement of human mobility, Honda's innovative research and development efforts during the past decade have yielded such diverse outcomes as humanoid robotics, walking assist devices, HondaJet, fuel cell electric vehicle technology, thin film solar cells, increased rice crop yields and functional nano-materials - in addition to the design and development of automobiles, motorcycles and power equipment products. Based on its belief in the value of technology to address the needs of society, it is Honda's mission to develop products that anticipate and satisfy the evolving needs of its customers while meeting society's demand for cleaner, safer, more efficient and sustainable means of transportation and human mobility.

Honda News & Views: Honda Multimedia Newsroom (For Media Only): Honda on YouTube: Honda on Twitter: at honda Honda on Flickr: Honda Web Site:

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, California Department of Health, 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

About is a multi-platform integrated entertainment and media company that produces and distributes television, feature films, commercials, digital content and design. 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