Cog (advert)
A frame from "Cog"
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| Agency | Wieden+Kennedy |
|---|---|
| Client | Honda |
| Language | English |
| Running time | 120 seconds |
| Product | |
| Release date(s) | 6 April 2003 (television) |
| Directed by | Antoine Bardou-Jacquet |
| Music by | The Sugarhill Gang ("Rapper's Delight") |
| Starring |
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| Production company |
Partizan Midi-Minuit |
| Produced by | James Tomkinson |
| Country | United Kingdom, Australia, Worldwide |
| Budget | £1m (production) £6m (campaign) |
| Preceded by | "Play" |
| Followed by | "Sense" |
| Official website | http://www.honda.co.uk |
"Cog" is a British television and cinema advertisement launched by Honda in 2003 to promote the seventh-generation Accord line of cars. It follows the convention of a Rube Goldberg machine, utilizing a chain of colliding parts taken from a disassembled Accord. Wieden+Kennedy developed a GB£6 million marketing campaign around "Cog" and its partner pieces, "Sense" and "Everyday", broadcast later in the year. The piece itself was produced on a budget of £1 million by Partizan Midi-Minuit. Antoine Bardou-Jacquet directed the seven-month production, contracting The Mill to handle post-production. The 120-second final cut of "Cog" was broadcast on British television on 6 April 2003, during a commercial break in ITV's coverage of the 2003 Brazilian Grand Prix.
The campaign was very successful both critically and financially. Honda's UK domain saw more web traffic in the 24 hours after "Cog"'s television début than all but one UK automotive brand received during that entire month. The branded content attached to "Cog" through interactive television was accessed by over 250,000 people, and 10,000 people followed up with a request for a brochure for the Honda Accord or a DVD copy of the advertisement. The media reaction to the advertisement was equally effusive; The Independent's Peter York described it as creating "the water-cooler ad conversation of the year", while Quentin Letts of The Daily Telegraph believed it was "certain to become an advertising legend".
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