Honda's "Cog"
People generally go out of the their way to avoid advertising, so it's extremely rare for anyone to actually want to watch a commercial. That's what makes Honda's "Cog" so exceptional. Online viewers are still downloading and streaming the ad four years after its initial debut April 2003. It's a stunning piece of filmmaking that transcends ordinary 30-second spots. First off, the commercial is two minutes long. The various parts of a Honda Accord swing, topple, fall and inch forward in a Rube Goldberg-esque string of chain reactions. "Cog" is one of the most successful online video viral clips in history. The simple novelty of the commercial and its amazing execution give it a timelessness that is paying dividends for Honda years later.
Why it's important:
- The right creative execution can give a campaign, and a brand, a little slice of immortality.
