In our post ‘Does creative work, work’? we extolled the virtues of the Cadbury’s Gorilla ad. It delivered a remarkable ROI of £4.88 for every pound spent. Nearly nine months on it’s way overtime to pluck out another example from the annals of ‘creative work, works’. This time it’s the truly marvelous Honda ad Hate Something Change Something. With a degree of bravery rarely seen, they stopped worrying about their core audience and as a result sold an additional 20,000 cars in the first 2 years of the campaign. Watch the TV ad and marvel at its strategy, creativity, production values and out and out fearlessness. As they say, fortune favours the brave.