Born Of Hate

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hinese Cultural Revolution propaganda. The fall of the Berlin Wall. Liberace’s golf course.

These were some of the diverse influences that inspired the look of Wieden + Kennedy in London’s “Grrr,” the Honda spot sweeping award shows this year and a favorite for the Grand Prix at the International Advertising Festival in Cannes, this week.

But the true inspiration for the 90- second TV and cinema ad, which cost about about $1 million to produce, was sparked by a speech by Honda senior chief engineer Kenichi Nagahiro, who openly professed hatred of diesel engines and agreed to create one only if he could start from scratch.

“When we were asked to do an ad for launching the diesel engine, we got really interested in this hate thing, how hate can push you forward,” recalls senior copywriter Sean Thompson.



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