Honda Racing Campaigns Debut at Indianapolis 500®

May 30, 2010

by
RPA

Santa Monica, Calif., May 30, 2010 - Honda will launch two new campaigns in conjunction with the 94th Indianapolis 500® on May 30th. One spot, "Where It Starts," brings attention to Honda as the single engine supplier to the IZOD IndyCar® Series. A second spot, "Backseat Driver," and corresponding sweepstakes connects Honda's racing spirit with the advanced technology and performance found in the Honda Accord and Civic coupes. These campaigns developed by Honda's long-standing agency of record, RPA, communicate Honda's unique corporate culture rooted in racing.

"Where It Starts" follows the Honda IndyCar® engine inside Dario Franchitti's race car back in time from the track all the way to its original creation at Honda Performance Development (HPD), the technical operations center for Honda's high-performance racing programs. The time-lapsed journey, using actual HPD associates, shows the entire assembly of the engine in reverse, back to its individual parts, uncovering Honda's commitment to innovation and passion for racing. The spot will run during all IndyCarr races on ABC and Versus.

"We use racing and our IRL affiliation as a platform to demonstrate innovation and reliability. This spot is quintessential Honda," said Tom Peyton, Senior Manager of National Advertising, American Honda Motor Co., Inc.

A second spot, "Backseat Driver," features world-renowned driver Mario Andretti in a two-seater IndyCar® driving a passenger; later Mario becomes the passenger himself in an Accord Coupe. The voice-over explains "Honda performance lives in our race cars and in the Accord and Civic coupes," and encourages viewers to visit shophonda.com to enter a sweepstakes for a ride with Andretti. The winner gets to ride along in the parade laps and also remain on course for the start of the Indy Grand Prix of Sonoma. This season, for the first time in IndyCar® history, the Indy Racing League is allowing the two-seater to be on course while the field takes the green flag. The spot will air through July 4.

"`Backseat Driver' adds style, sophistication and some attitude to the Accord and Civic imagery beyond the attributes that the vehicles are known for-quality, dependability and value," said Richard Kent, Senior Manager, Auto Sales Marketing, American Honda Motor Co., Inc.

The "Fastest Seat in Sports" sweepstakes at shophonda.com gives race enthusiasts the opportunity to win a ride in the IZOD IndyCar® two-seater that will be driven by Mario Andretti at the Indy® Grand Prix of Sonoma at Infineon Raceway on August 22, 2010.

"Where It Starts" Credits Client: American Honda Motor Co., Inc. Break Date: 5/30/2010 Agency: RPA EVP, CCO: David Smith VP, Creative Director: Curt Johnson Art Director: Hobart Birmingham Copywriter: Perrin Anderson Executive Agency Producer: Gary Paticoff Agency Senior Producer: Brian Donnelly Production Co: @radical.media, inc., Santa Monica, CA Director: Jeff Zwart Executive Producer: Frank Scherma Head of Production: Cathy Dunn Producer: Susan Sullivan Production Supervisor: Ted Liotopoulos

"Backseat Driver" Credits Client: American Honda Motor Co., Inc. Break Date: 5/30/2010 Agency: RPA EVP, CCO: David Smith VP, Creative Director: Curt Johnson VP, Creative Director: Mark Patton Executive Agency Producer: Gary Paticoff Agency Associate Producer: Lyndsey Wilson Production Co: H S I Productions Inc. Executive Producer: Maddi Carlton Line Producer: Bart Lipton Director: Jason Smith DP: Tim Hudson Editorial Company: The Reel Thing, Inc. Editor: Mark Goodman Sound Mix Company: Lime Sound Mixer: Mark Meyouhas Telecine Company: Technicolor Colorist: Sparkle

About Honda Performance Development Honda Performance Development (HPD) is the Honda racing company within North America. Founded in 1993, and located in Santa Clarita, Calif., HPD is the technical operations center for American Honda's high-performance racing cars and engines. HPD is the single engine supplier to the IZOD IndyCar® Series and spearheaded Acura's championship-winning efforts in the 2009 American Le Mans® Series.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency, with nearly $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 Public 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 and Lenox Financial Mortgage. For more information, visit http://www.rpa.com.