'HATE something, change something' is the theme for Honda's first ever diesel engine TV commercial, which started last week (October 1). Entitles "Grr", the 90 second commercial takes the viewer on a journey through an optimistic animated world of 'positive hate.'

The film tells the story behind the creation of Honda's first diesel in a unique way. Kenichi Nagahiro, the company's chief engine designer and inventor of the celebrated VTEC engine, hated diesel engines, hated how noisy, smelly and dirty they were. When asked to design Honda's first diesel he flatly refused - unless he was allowed to start completely from scratch. The result is one of the cleanest, most refined diesel engines on the market today, the 2.2 i-CTDi.

Cute bunnies, pretty flowers and rainbows - things typically associated with positive imagery - show their dislike of dirty, noisy, smelly diesel engines by destroying them in exchange for something better. They joyfully celebrate the arrival of Honda's new diesel. And throughout the film Garrison Keillor sings a specially written folk song in which he asks the question 'Can hate be good?'