Honda UK: Grrr campaign

One of the world's best-known carmakers, the Honda Motor Company, Ltd., had popularized economy and midsize cars for decades.

Honda UK: Grrr campaign

Frank Caso

OVERVIEW

One of the world's best-known carmakers, the Honda Motor Company, Ltd., had popularized economy and midsize cars for decades. In 2003 the company struck out in a new direction when it began selling in the United Kingdom a version of its popular Accord powered by a newly designed diesel engine. The advertising campaign to promote the diesel engine (the Accord also came in a standard gasoline-engine model) was even bolder than the product itself. Titled "Grrr," it was a masterpiece of counterintuitive thinking and presentation.

The campaign was designed by Wieden+Kennedy London and...

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