Drawing on the Civic’s 39-year history, Honda has released a new video produced by ad agency Tier10 for the all-new 2012 model that mixes footage from old commercials with shots of current owners enjoying their Civics in their day-to-day life. Titled "Heritage," the video is scored by electronic music group Dirty Vegas, and shot with a Canon 7D DSLR camera – all qualities which ad to the spot’s overall indie feel.
Beginning with the classic first-generation Civic, the commercial quickly goes through several generations of the car, taking special care to highlight models with certain nostalgic value like the first Civic Si, sporty CRX, and quirky Civic Del Sol. Although seeing vintage Hondas might be enough to make some people sentimental, it’s the segments featuring people enjoying their Civics that are meant to sell the model’s latest tagline, “One Car. A million stories.”
While many will probably still find the ad cheesy, we feel it’s a bit more relatable than Honda’s “To Each Their Own” ad campaign for the new Civic, produced by rival agency RPA. Featuring such pop culture clichés as zombies and ninjas, the spots are meant to show off the ninth-generation Civic’s five different models and various personalization options. Whether or not those ads did anything for you, this latest one might resonate better with fans of past Civic models. If for no other reason, check out the video to enjoy some new material from Dirty Vegas.