Honda Salvages April Fools' Day While Skewering DIY Ridiculousness

The Citizen's Guide to the Future
April 2 2014 3:36 PM

Honda Salvages April Fools' Day While Skewering DIY Ridiculousness

April Fools' Day is the worst. Ninety-nine percent of jokes fall flat, everyone tries too hard, and Twitter manages to take its shark jumping to a new level entirely. There's an exception to every rule, though, and this year it was Honda that managed to thread the April Fools' needle with a legitimately funny spoof ad.

Taking aim at the absurdity of the overly self-serious DIY fad, Honda introduces the Honda Handmade Series, the world's first DIY car. While sitting in what is obviously supposed to be a Brooklyn loft, a millenial couple lays out their "handcrafted movement" credentials—from a homemade yarn collection to an upcoming project involving blown-out amplifier fuses—before pitching the hipster dream car.

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"There's something cool about making it ourselves with our own fingertips. Like, we make homemade Kombucha," says Vanessa, with her mustachioed boyfriend Caleb looking on lovingly. "That's what I really love—that Honda takes the idea of handcrafted to the new Fit. What better way to have a personal connection with an object than to just build it piece by piece?"

The ad—which you can watch above—absolutely pillories hipster culture, and as both a millenial and Williamsburg resident, I can safely say that Honda pretty much nailed it. Now, to be fair, whether my enjoyment of the whole thing comes from a place of self-loathing remains to be seen, but what I do know is this: I laugh at the "Espana" line every single time. 

Future Tense is a partnership of SlateNew America, and Arizona State University.

A.J. McCarthy is a Slate video blogger.