The Honda Super Bowl ad in 2010 features a new 4WD crossover vehicle called the Accord Crosstour. The commercial is 30-seconds long and airs in the fourth quarter of the Super Bowl XLIV.http://adage.com/superbowl10/article?article_id=141168 The commercial begins with an animated squirrel moving furniture while the song "Funky Stuff" by Kool & The Gang plays. According to Auto123.com, the squirrel has been used in other Honda marketing campaigns.http://www.auto123.com/en/news/car-news/hondas-super-bowl-xliv-ad-tout-all-new-accord-crosstour-video?model=Accord+Crosstour&carid=1112300100&artid=115596&utm_source=youtube.com&utm_medium=social-media&utm_campaign=en<r/ef>

Super Bowl XLIV airs on CBS, on Sunday, February 7, 2010. This year, Honda's commercial joins a Super Bowl ad line-up which includes the competing auto manufacturers Chrysler-Dodge, Kia, Volkswagen, Audi and Hyundai, which all have ad spots during the game.<ref>http://adage.com/superbowl10/article?article_id=141168/ref

American Honda Motor Co. Inc's Senior Manager Tom Peyton explains that the "Squirrel" commercial "is intended to leverage media's largest stage to announce Honda's newest entry into the world of next-generation, sporty, crossover vehicles." After the Honda "Squirrel" commercial airs during the Super Bowl, it will also be featured online, on the homepages of YouTube, Fox Sports and MSN.http://www.auto123.com/en/news/car-news/hondas-super-bowl-xliv-ad-tout-all-new-accord-crosstour-video?model=Accord+Crosstour&carid=1112300100&artid=115596&utm_source=youtube.com&utm_medium=social-media&utm_campaign=en