A new pan-European spot promoting Honda's remodeled Civic stars Imogen Horrocks, a real-life rock climber and member of Team Great Britain, making an epic rock climb -- but if you look closely, you'll notice that the steep and tricky hurdles of the cliff's bear a striking resemblance to the car itself.
Agency Wieden & Kennedy London and director Pedro Martin-Calero at Colonel Blimp worked with MPC to recreate the VFX for the rock face of Civic parts, using clay based on the clay used in the design process of the car.
The treacherous climb is mean to represent the engineeering challenge of creating the new Civic -- which the climber finally sees when she reaches the top, having broken away from the safe "ladder" to climb the rock via a less "predictable" route.
The campaign broke this weekend in the U.K. during ITV's "The Voice" with a 30-second cut of the spot seen here. It'll run in the U.K. and across Europe.