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.


"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.



Scalia’s Liberal Streak

The conservative justice’s most brilliant—and surprisingly progressive—moments on the bench.

Scotland Votes to Remain in U.K.

There’s a Way to Keep Ex-Cons Out of Prison That Pays for Itself. Why Don’t More States Use It?

The Music Industry Is Ignoring Some of the Best Black Women Singing R&B

Can Democrats Keep Counting on Republicans to Offend Women as a Campaign Strategy?


Theo’s Joint and Vanessa’s Whiskey

No sitcom did the “Very Special Episode” as well as The Cosby Show.


The Other Huxtable Effect

Thirty years ago, The Cosby Show gave us one of TV’s great feminists.

Cliff Huxtable Explains the World: Five Lessons From TV’s Greatest Dad

Why Television Needs a New Cosby Show Right Now

  News & Politics
Sept. 18 2014 8:20 PM A Clever Attempt at Explaining Away a Vote Against the Farm Bill
Sept. 18 2014 6:02 PM A Chinese Company Just Announced the Biggest IPO in U.S. History
The Slate Quiz
Sept. 18 2014 11:44 PM Play the Slate News Quiz With Jeopardy! superchampion Ken Jennings.
  Double X
Sept. 18 2014 8:07 PM Crying Rape False rape accusations exist, and they are a serious problem.
  Slate Plus
Behind the Scenes
Sept. 18 2014 1:23 PM “It’s Not Every Day That You Can Beat the World Champion” An exclusive interview with chess grandmaster Fabiano Caruana.
Brow Beat
Sept. 18 2014 4:33 PM The Top 5 Dadsplaining Moments From The Cosby Show
Future Tense
Sept. 18 2014 6:48 PM By 2100 the World's Population Could Be 11 Billion
  Health & Science
Sept. 18 2014 3:35 PM Do People Still Die of Rabies? And how do you know if an animal is rabid?
Sports Nut
Sept. 18 2014 11:42 AM Grandmaster Clash One of the most amazing feats in chess history just happened, and no one noticed.