The agency’s London office won the creative work after pitching against two other roster shops: the Japan-based Hakuhodo and Mullen Lowe Group, which is the retained US agency for Honda’s premium sub-brand Acura.
The NSX will be launched under the Honda marque globally, and under Acura in the US and China. The campaign is expected to kick off early in 2016.
Earlier this year, Mcgarrybowen London created a TV ad for Honda’s HR-V based on the Japanese discipline of precision-walking.
Wieden & Kennedy, Honda’s lead European shop, is unaffected by the appointment.
Mcgarrybowen declined to comment.