Honda’s might conjure up images of practicality, but certainly not aspirations of an exhilarating lifestyle. That is until they produced a dual-storyline film that enabled viewers to switch between stories of a man leading a double life. By day doting father and by night, undercover cop, the viewer simply pressed “R” on their screen to change the story, with the different day/night shots skilfully mirroring each other. This communicated with much intrigue the two sides of the new Civic Type R, both a reliable family car and high performance machine.

The film picked up a lot of good reviews, even attaining front page on Reddit, despite being a commercial. People who saw the video were twice as likely to consider a Civic as their next car.