 Nagahiro detested the noise, smell, and appearance of diesel engines, and when asked to design the company's first diesel engine, he flatly refused unless he was allowed to start completely from scratch.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.Once they'd composed the tune, a set of rough storyboards was assembled and pitched to Honda accompanied by the trio on guitars.