Hate becomes a positive attribute in an awe-inspiring follow-up to Cog from Honda U.K. and W+K/London. Here, the sentiment springs forth from an animated Eden's flora and fauna, who wage a whimsical war against sputtering diesel engines that smog up the sky, all accompanied by a Garrison Keillor-crooned folk tune, which asks, "Can hate be good? Can hate be great? Can hate be something we don't hate?" It can, when in the end, the woodland creatures triumph, and a friendlier, cleaner engine appears, whistling in harmony with the rest of the animal kingdom. According to the spot's creatives, the inspiration for the inverted idea was a Honda engineer who despised the company's inherently flawed diesels so much that he refused a request to design a new one until the company allowed him to rebuild it from the ground up. "We got to thinking about the most positive way of showing hate," writer Sean Thompson explains. "And we came up with this 'Hate World,' which is a beautiful place with hate on the horizon, and it started to become interesting."
Client: Honda U.K. Agency: Wieden + Kennedy/London CDs: Kim Papworth, Tony Davidson CWs: Sean Thompson, Michael Russoff, Richard Russell Agency Producers: Charlie Tinson, Rob Steiner Directors: Adam Foulkes & Alan Smith/Nexus, London Producer: Julia Parfitt Sound Design: Wave, London; Johnny Burn