“Hate Something, Change Something, Make Something Better”—Maybe Even Car Advertising
6 December 2004
Honda apparently finds itself with a surprise advertising hit in the UK: an animated song that promotes Honda’s new clean diesel engine. From the Guardian:
It is an advert like no other. ‘Can hate be good? Can hate be something we don't hate?’ says the mystifying animated song. And if you haven’t found yourself humming the chorus—‘Hate something, change something, make something better’—you will probably have heard someone who was.
Now the unnervingly catchy tune behind the television and radio campaign promoting Honda’s new diesel engine, which stars the gravelly voice of best-selling American author Garrison Keillor, is poised to become a hit record.
The quirky tune was composed for fun by one of the agency’s own ‘creatives’, Michael Russoff, and the company’s copyright agreement with him stipulates it can only be used to further the interests of its client, Honda.
Yet the song, only on air for a few weeks, has already generated so much interest that the idea of releasing a single has been mooted. ‘Michael had composed some of the music we used before,’ said Matt Berry, who works on the campaign, ‘but the lyrics were written specifically for Honda.’
Berry says that Honda has been inundated with questions about it.
You can see the ad here.
Technology aside, the ad highlights the poverty of new ideas and concepts plaguing US auto advertising.
Thanks to a reader for posting these links in comments below.
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