[4] Grrr opens with a shot of an animated landscape of grassy hills and blue lakes, with topiary bushes spelling out the word "Hate" in the background.
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.
A brief sequence of psychedelic patterns 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.
To this end, the first pieces of the campaign using the "Power of Dreams" slogan, which featured the Honda ASIMO 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.
[3] Following the initial burst of ASIMO-based spots, W+K released several "dream-based" campaigns for various Honda products, including Pecking Order, Seats, and Bus Lane.
Cog, which followed a Rube Goldberg machine 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.
This motivation of "positive hate" was translated into a song and an integrated campaign written by Michael Russoff, Sean Thompson and Richard Russell, a team of copywriters working for W+K.