Honda backs Civic launch with Hondamentalism films

LONDON - Honda is backing the launch of its Civic Type R hatchback with an integrated campaign including four online films, with the theme 'Hondamentalism'.

One of the films, created by Wieden & Kennedy London, tells the story of the all-female race team, Shelley Jory and Libby Keir, who beat all the male competitors to win the 2005 British Powerboat Championship in a Honda BF225 Power boat.

The second of films is about Simon Saunders, who built the Ariel Atom production car, around a Honda V-Tec engine. A third is about a team of young engineers who are given the freedom to build a race car.

Another film is a twist on the usual hi-tech, hi-octane world of motorsports, featuring a father- and son-in-law whose pastime is racing lawnmowers.

The aim of the four two-minute films is to build on the concept of "Hondamentalism", which is meant to convey Honda's racing heritage and pursuit of excellence.

The films can all be viewed at .

Honda was named advertiser of the year at this year's Cannes International Advertising Festival.