Car commercials are traditionally made to the A or B format. "A" features Grand Prix style heroics around an epic landscape - Arizona, the Moon, wherever the 'light's fabulous' - while B involves some quirky yet 'everyday' narrative with vaguely delusional characters. And whether they show the driver as mad, sad, sex god, spend-thrift or multi-tasking yummy mummy, the basic premise remains the same - show the car, show the target consumer, show the benefit.

Luckily, Honda has consistently taken an offbeat approach to its advertising. Its multi-award winning "Cog" commercial defied the cookie-cutter approach and gave its category a much needed kick up the catalytic converter.

Here at Red Bee Media, we've been delighted to handle the interactive side of their recent campaigns - 'Hate Something' and Honda Integrated Motor Assist System (IMA).

'Hate Something' was an interactive designer's dream (they don't get out much) and our iAd took the consumer on a journey through the brand, the distinctive animated commercial and, with the push of a button, ended at the showroom door for a test drive.

With Honda Integrated Motor Assist our aim was to animate the IMA Book of Help and so demonstrate the clear benefit of this energy-saving system to the consumer. At the end of the film, the viewer could enter a competition that tested their recall of what they'd just seen, with the chance to win an IMA car for a year.

The campaign won the Interactive Marketing and Advertising Award and was shortlisted in the British Television Advertising Awards. Reward enough for a great collaboration. We're just hoping there are some exotic locations involved next time.