Hate can be a positive emotion sometimes. Not necessarily a dark side emotion. Which is what “Hate something, change something” by Garrison Keillor is trying to say.

The song is being used by Honda for their new i-CTDi diesel engine. Yes, this is Honda’s first ever diesel engine. Honda developed it to be used in their Honda Accord model for the European market. Since then, it’s also been used in other Honda models such as a diesel version of the Honda CR-V.

The advertisement tells the story of how Honda’s first diesel engine was created. Honda’s chief engine designer Kenichi Nagahiro hated diesel engines because of how noisy, smelly and dirty they were. What do you expect from someone who created the venerable VTEC engine. Such a technological masterpiece of an engine that was.

When asked to design Hondas 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.

Honda used to offer diesel version of it’s Civics and other vehicles but this was through partnerships with Isuzu using Isuzu diesel engines.

The 2.2-litre i-CTDi engine produces 138bhp at 4000rpm and an impressive 250lb ft of torque from as little as 2000rpm. It features four valves per cylinder, common rail injection, a turbocharger and it has an all-aluminium block.

Video: Honda i-CTDi Advertisement

The advertisement is pretty cute. It’s done in 3D cartoon style. You get a swarm of flying diesel engines portraying the characteristics of old diesel engines – alot of black smoke, noisy, high vibrations, etc. Even the rabbits have ear muffs because the engines are noisy. One by one, the engines are destroyed by the rabbits, ate by fishes, and the sun even burns one of them.


Ugly old style diesel flies around…


Gets eaten by fish…


Whacked by hammer-wielding penguins…


Rabbit Legolas-wannabes fire arrows at them…


New Honda i-CTDi comes out and the world is a nice place to be in again…

Here’s the lyrics

Here’s a song for anyone
who’s ever hated…
in the key of Grrr…

Can hate be good? Can hate be great?
Can hate be good? Can hate be great?
Can hate be something we don’t hate?

We’d like to know… why it is so.
That certain diesels must be slow
and thwack and thrum… and pong
and hum and clatter-clat

Hate something. Change something.
Hate something, change something,
make something better-r-r-r

Ohh isn’t it just bliss… when a diesel goes like this?

Hate something. Change something.
Hate something, change something,
make something better-r-r-r…