• Dec 18, 2009
Honda's Commercial of the Decade: "Grrr" – Click above to watch video

The mad men at Adweek recently voted for the Commercial of the Decade (Super Bowl commercials not included) and Honda took top honors over memorable ads from the last ten years by companies like Nike, Budweiser and Sony. That's not a big surprise considering Honda often puts a huge amount of effort into its on-air spots. However, the Japanese automaker didn't win for the commercial you might have expected: "Cog." Though Honda's famous commercial that breaks down a European Accord Tourer into a Rube Goldberg-esque machine was also a finalist, it was beaten by another Honda commercial called "Grrr" that's narrated by Garrison Keillor of all people. You've probably never seen it, but you can after the jump.

Volkswagen also made the list of finalists, but the particular ad chosen out of all the comical VW ads we've seen was unexpected as well. Most surprising carmaker with a commercial in the finals: Saturn. Who knew...

Just for fun we've put all 27 commercials after the break with the auto-related ones at the top, so you can enjoy the swear jar, the creepy-funky Philips clowns, a "rabbit panther thingy with turbines on ice," and the most sad-but-hilarious IKEA commercial we've ever seen. As a bonus we included the Gears of War commercial since we think it deserves a mention, and because it's almost the weekend and it doesn't always have to be about cars, does it? Follow the jump for the ad-fest.

[Source: Adweek]























































I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 40 Comments
      • 5 Years Ago
      • 5 Years Ago
      Well deserved. I thought it was a great ad at the time. Even the older diesels it was advertising were fantastic. Truly as quiet as a gasser, but with just a different undertone. They should bring the new ones to the US, but I'm not holding my breath.
      • 5 Years Ago
      A two and a half minute commercial is like a halo car: impressive when you see it, but you may only see it once. Heck, that's as long as many short films.

      I'm more impressed with the ads that deliver their message beautifully in thirty seconds. You know, the ones that actually air in the U.S. Like the "Where's the beef?" ads of 1985.
      • 5 Years Ago
      I think that the other Honda ad was much better. Also, the ones by Sony, Nike, Adidas, Got Milk, etc were pretty clever as well. If I were to choose the best one of those, it would not be this one imo. Hard choice anyways.
        • 5 Years Ago
        Really? You liked the Sony one? Man I thought that was awful. I was wondering if it would ever end. Wondering when it would get to the point. Then I realized there was no point. Maybe I just don't get it? I'll agree with ya on the milk one though - very clever.
        • 5 Years Ago
        the freestyle nike should have been the football/futbol one, and the dream one is boring. pretty cool that there are video game commercials. the gears of war one almost got me to buy a 360 and that game. ALMOST. i like the swear jar a lot.
        finally i don't i could be capable of choosing the best, but instead only the one i liked the most. . . and i cant even decide that. :D
      • 5 Years Ago
      All the ducks are swimming in the water, falderalderal doh, falderalderal doh

      All the ducks are swimming in the water, falderalderal doh, falderalderal doh
      • 5 Years Ago
      Berries and Cream, Berries and Cream
        • 5 Years Ago
        I am so glad this was included.
      • 5 Years Ago
      The Stork one was great yet depressing, I work for a big corporation and sometimes when you are traveling and stuck in some hotel room in who knows where you kind of feel that way.


      The Gears of War one i thought really only showcased the song. The ad itself was pretty weak. All it did was remind me that Ive been meaning to go out and buy a copy of Donnie Darko.
      • 5 Years Ago
      Wow, I'm shocked the "Yes We Can" garbage didn't win. Maybe they figured Otrauma was too busy enjoying his Nobel to notice......
        • 5 Years Ago
        I'm shocked it took this long for a moronic political comment like yours.
      • 5 Years Ago
      What about the Toyota Tacoma "meteor hits truck" and "monster truck hit" and "alien in water" belong in this....with the combination of home camcorder look, with CGI, it makes people actually watch a car commercial.
      • 5 Years Ago
      I remember when that VW "Safe happens" series of commercials first aired. Absolutely amazing. That would have gotten my vote among the auto commercials up here.
        • 5 Years Ago
        Agreed, it's just so basic yet effective. The accord ad is cute but it's gimmicky.
      • 5 Years Ago
      I thought the Volkswagen - Like ad was the most effective in the US because it communicates the message that you could survive a real life auto crash with a pickup truck. For me, possibility of death due to insufficient car mass is a huge deterrent to buying a small car. Now if they would only get rid of the unacceptable leatherette seating surfaces in the Jetta.

      Never saw the Honda "Grrr" ad and probably would have changed the channel long before the Honda engine appeared. When I think diesel, I think enormous torque plus some black smoke. Diesel truck drag racing! http://www.youtube.com/watch?v=-Kfd3A7KFko
      • 5 Years Ago
      This set of adverts make me long for the truly memorable Volkswagen ads of the early 90s. Da, da, da . . . and "farfegnugen" indellibly denote the essence of VWs from the late 80s through about 2000 in my psyche. Too bad VW changed PR firms and stopped embracing the quirky Eurocentric people's car characterization that fostered loyalty over sheer sales volume.

      There are few campaigns that stick 20 years later, and farfegnugen was one. I still remember the variations on the term: "Windinhairin" for the cabrio; "Peoplemovin" for the Eurovan . . .

      While I applaud the Honda "cog" ad for its ingenuity and the Ikea "lamp" ad for its minimalist distilled message, none of these will be memorable in 20 years.
    • Load More Comments