319:". As Keillor launches into the main portion of the commercial's song, a noisy and primitive-looking diesel engine flies into view. The inhabitants of the cartoon world negatively react to the engine's intrusion, with flowers coughing and closing up, a frog abandoning its lily leaf and chickens squawking. Keillor's singing is joined by a group whistling the tune as a further flock of flying diesel engines join the original and continue across the landscape, gradually being picked off by a variety of cartoon animals and by the landscape itself. A brief sequence of
282:, from which it took home the Film Grand Prix—considered the most prestigious honour in the advertising industry. The campaign proved popular with the British public, and Honda reported that its brand awareness figures more than doubled in the period following the campaign's debut. Overall sales of Honda products within the UK increased by more than 35%, and sales of diesel-engine
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arose from an anecdote about Honda's chief engine designer, Kenichi
Nagahiro. Nagahiro detested the noise, smell, and appearance of diesel engines, and when asked to design the company's first diesel engine, he flatly refused unless he was allowed to start completely from scratch. This motivation of
256:(W+K) and produced by Nexus Studios. Nexus were given a budget of £600,000 for production of the television commercial, a process which lasted six months. The piece was written by Sean Thompson, Michael Russoff and Richard Russell. It was directed by Adam Foulkes and Alan Smith at animation studio
364:). The concept, which built on the company's Japanese slogan, "Yume No Chikara" ("See one's dreams"), was proposed with an eye to making it "omnipresent" in the public eye. To this end, the first pieces of the campaign using the "Power of Dreams" slogan, which featured the Honda
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is a part, began in 2002. W+K, who pitched the concept, envisioned the "Power of Dreams" becoming a worldwide promotion tool for the Honda brand. Sales of Honda products within Europe had been in decline since 1998 under the previous campaign ("Do You Have a Honda?"), and
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constructed from pieces taken from a disassembled Accord, was a resounding success both critically and financially, garnering over 37 awards from the television and advertising industries. Between the campaign's debut and the launch of
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cuts in, espousing the piece's theme of "Hate something, change something", before the view returns to the destruction of the last remaining noisy diesel engine. The second half of the commercial begins, with a double line of
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robot, comprised appearances in television, direct mail, radio, posters, magazines, newspapers, interactive television, cinema, motor shows, dealerships, postcards, beer mats, traffic cones, and numerous other media.
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was both a critical and financial success. It was the most-awarded campaign of 2005, sweeping awards ceremonies within the television and advertising industries, including the year's
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of a group of fish jumping out of water to swallow flying diesel engines. Michael
Russoff said of the pair's submission "It was a world you wanted to see more of. It was like a
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arranged as a logo and the words "Diesel i-CTDi", before cutting to a white background emblazoned with the Honda logo and the campaign's tagline, "The Power of Dreams".
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Following the initial burst of ASIMO-based spots, W+K released several "dream-based" campaigns for various Honda products, including
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was approved, and the pair hired. Their submission included an
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premiered on
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bushes spelling out the word "Hate" in the background.
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shot from 518 units in 2003 to 21,766 units in 2004.
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who produced the spot, and featured
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280:Cannes Lions International Advertising Festival
507:Honda "Grrr" (interview with Michael Russoff)
225:. The campaign, which centred on a 90-second
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471:golf course
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172:Followed by
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417:Production
340:Background
266:theme song
206:is a 2004
120:Production
103:Alan Smith
669:noitulovE
456:animated
330:songbirds
326:flamingos
650:Mountain
546:Campaign
538:Archived
510:Archived
475:Liberace
452:and the
440:greenlit
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360:(behind
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165:Everyday
155:£600,000
108:Music by
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633:Online
436:pitched
305:topiary
284:Accords
221:in the
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68:Product
62:seconds
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362:Toyota
351:Nissan
313:guitar
289:Adweek
247:e-mail
216:i-CTDi
191:.honda
152:Budget
75:i-CTDi
37:Client
27:Agency
733:Honda
697:2005
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381:Seats
366:ASIMO
212:Honda
189:world
41:Honda
637:game
635:Grrr
599:2009
570:ISBN
562:Grrr
518:one.
479:Grrr
423:Grrr
411:Grrr
394:was
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317:Grrr
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276:Grrr
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193:.com
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