Redefining Dirty Diesel - Why the Honda Ad is a winner

Great Ads always have an unrelenting and singular focus. This ad (YouTube Video below) is no exception. Three quarters of the ad is spent on establishing the percieved image of a diesel engine - dirty, unfriendly (the jingle goes: "hate something") and obviously not good for the environment. The contrast is brought out more sharply by the use of the fairy tale treatment where everything is happy and pure as opposed to the 'dirty diesel'. The last part of the ad when the clean Honda diesel appears the jingle "hate something, change something" takes on an entirely new meaning. Enjoy...