We believe Honda is superior to all other brands in its category. Instead of listing all of Honda's advantages over other brands, we created a whole new brand that captures the essence of our competition. That brand was: NOT HONDA.

By grouping together all of the competing brands into one new and unattractive brand name, we showed that there are only two kinds of cars in the world: The "Honda" brand, and all the rest…

The campaign was summed up under the creative concept:

If it's not Honda, it's just NOT HONDA.