“Starting Up”, the American Honda Motor Co’s latest 30-second TV advertisement features the AEM/Memphis Car Audio Drift S2000 together with Stephen Papadakis. The revered commercial will run for 2007 on TV stations and youtube as well. This has been the second time in three years that Papadakis and his ride were featured in a Honda national TV advertisement.
“Starting Up” features several different race teams from IRL, SCORE, SCCA, Drift, and more. The ad was created by Honda agency-of-record RPA, and it strongly reinforces Honda’s message that its efforts on the racetrack translate into the technology found in vehicles showroom floor. However, the pivoting point for renowned driver Papadakis and the other teams, is that the commercial will air during all 17 IRL races during this season and on several cable networks. So as Honda pushes its performance message to a broader audience, the featured teams will also benefit from eh mass market exposure.
The first “Starting Up” ad ran on March 25th during the Miami-Homestead IRL race. In addition to running during all IRL events on ABC and ESPN, the commercial is scheduled to appear on several prominent cable networks throughout 2007 including Discovery, TNT, Speed Channel, Spike TV, Sci Fi, ESPN2, Comedy Central and the History Channel. Ultimately, the campaign will include print ads in USA Today before upcoming IRL races and in online marketing that will drive traffic to Honda’s Racing Site.
The first American Honda commercial that showcased Papadakis and the AEM/DriverFX.com Drag Civic (the World’s Quickest and Fastest Honda drag car), aired in 2005 and ran under Honda’s “Civic Nation: Represent” campaign. It was fondly called as “6.71” for the car’s best recorded elapsed time at filming.
Papadakis can speak first hand of Honda’s performance translating into its factory vehicles, having grown up racing and building Honda vehicles for drag racing, road race and drift competition. “I got my first Honda Civic when I was 16 and built it into a drag car, and it wasn’t long before I was pushing it into 11s while driving it to and from the track,” commented Papadakis. “Hondas built the sport compact drag movement in the 90s and continue to set records in all types racing today. The engineering of their vehicles is beyond impressive and I think the fact that they are the sole engine supplier for IRL speaks to the company’s performance expertise. They have always been a racing and engineering company and we are proud to campaign the Honda nameplate in our program.”
AEM is the proud creator of original product designs that revolutionize the car industry. (Especially in racing technology.) They are the pioneers of Cold Air Intake for sport compacts invented the air bypass valve and V2 induction system, created the first hybrid intake systems for cars with engine swaps, created the first stand-alone programmable engine management system that uses a factory wiring harness, and were the first to introduce a gauge with a built-in wideband UEGO controller and gauge readout in one unit.