Honda's "Cog" Commercial Spreads via Net

Honda's "Cog" Commercial Spreads via Net
May 13, 2003
This creative of the week is a viral success story, and raises a whole array of new possibilities for TV on the Web (or through the Web).
Creative Notes
Campaign Details
Client: Honda
Creative Agency: Wieden+Kennedy UK
Campaign Insight
Editor's Note
Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.
The Panel

Remember the popular children's board game, Mousetrap? The game centered on the ability of an assembly of levers, chutes and ramps to send a plastic trap over a toy mouse.

Segue to a $1 million commercial produced by Wieden+Kennedy UK for Honda. The spot, dubbed "Cog", features 85 car parts linked in a mesmerizing symphony that culminates with the introduction of Honda's new Accord. No product shots; no Celine Dion; no warnings about professional drivers on closed courses. Just a collection of ball bearings, wiper blades, tires and mufflers seamlessly "interacting" with one another to form a true piece of art.

"Cog" took five months of production and design work before it was ready to be shot. And after 605 takes, the dominos fell as they were meant to.

So here's the kicker! The only way for U.S. audiences to see the ad is on the Internet. Due to format restrictions (the spot is two minutes and trying to edit this into 30 seconds would be a travesty) and corporate logistics (different agencies, business units etc), it is not known if this will ever see the light of day on U.S. screens.

Oh but it has!

How many times have you already received an e-mail about this spot? How many bonus impressions, extended reach or increased frequency has already contributed towards offsetting the "investment" behind this masterpiece?

This is a viral success story; more specifically, it is a viral creative success story, demonstrating that a great idea knows no boundaries, formats or restrictions.

This creative of the week raises a whole array of new possibilities for TV on the Web (or through the Web) and I for one say, "bring it on!"

Footnote: Submissions are judged by a panel of industry experts from and based on the following criteria: how the creative captures the specific customer; how it meets the brand's business needs; impact of execution; and creativity. If you would like your creative considered for Creative Showcase, send an email to creative@imediaconnection.com.
 

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