If there's one thing that clean diesel has been lacking, it's a catchy jingle. When you idly think of McDonald's, what comes to mind? "Bah da da da da, I'm lovin' it," perhaps? Now, what about clean diesel? Well, if you happen to live in the UK, it might be "Hate Something, Change Something." The jingle is sung by renowned author and radio personality Garrison Keillor over a charming, clever animation of dirty diesel engines getting transformed into clean ones.The whole thing is an ad by Honda for clean diesel, and you know what? The message sticks.
"Can hate be good . . . can hate be something we don't hate?" segues into "We'd like to know, why it is so, that certain diesels must be slow and thwack and thrum and flong and hum and clack and clack." Then the whistling kicks in, and it's hopeless—you won't get this out of your head for days (sorry).
Think of it as a sort of optimistically subversive "Whistle While You Work." By the time the spot reaches the refrain of "Hate something, change something, make something better," you'll have a hummable mantra for clean diesel ready at your fingertips should you need something to sing whilst you amble cheerfully down the sidewalk on a sunny day. Or something to whistle while you sit in stop-and-go traffic. Or—well, just watch the video.