Honda Begins 2013 Civic Si Marketing by Getting Animated

Now, with the car about to hit dealers, we're getting our first look at the company's advertising direction for its high-volume compact car. Done as a comic-book-style action cartoon, this video is for the sportier Honda Civic Si models and is obviously geared toward younger, more enthusiast-oriented buyers.

In the video, our two hero drivers pilot a Civic Si coupe and sedan against a bunch of Mad Max-like vehicles with Tron-like consequences. Like any good commercial, this ad crams many of the car's key features into the two-minute video showing off new features like Bluetooth and a text message reader.