Honda have a series of TV ads (here in the UK anyway) that don't seem to be about any one particular product. There's a chap with a moustache who sings to dream, an impossible dream (don't know the actual name of the song) while operating various Honda technologies, motorbikes to hot air balloons. They seem to be investing considerably in getting the message out that they are a company where good people can do great stuff, rather than just selling things.
There is a short SciFi story from Asimov on the difficulties to get young, brilliant people to work for large engineering companies. The wind up exploiting a mishap with a robot to make the whole business sound dangerous and thus challenging, attractive.
