Honda Cog Movie Uses Accord Parts
A single cog sets off a chain reaction across a selection of 85 brand new Honda Accord components. That’s the 2003 ad that still shows on our television screens, promoting the Honda Accord. “Isn’t it nice when things just… work”, we’re told. There’s not one human in the ad, which means of course that it can be shown anywhere in the world where Honda Accords are sold.
Back on 6 April 2003, viewers of the Brazilian Grand Prix were introduced to ‘Cog’, a two-minute work of art as advertising, perhaps inspired by Rube Goldberg’s artwork. The immediate reaction of many viewers was that this was trick photography. But no… it was all filmed in one take. The six hundred and sixth take. But one take in the studios of Partizan in Paris.
The Cog ad was the culmination of five months of pre-production stages carried out by Director Antoine Bardou-Jacquet. As filming began, the call went out for genuine parts from new model Honda Accord cars. It was a work of detail – getting the camera angles just right. Ensuring that everything would work just right. Making sure that the spray from the windscreen wipers would stimulate the next phase of the sweep.
The good thing is that this ad is readily available online…
Honda UK offer the add for download in zip file 2.5 MB mpg, and in quicktime (4.95 MB).
Boards have a 5.1 MB mov version.
Adforum have a page dedicated to The Cog, including the 2 minute ad in mpg format (9.7 MB). The page includes The Documentary on the making of Cog, along with a written interview with Matt Gooden and Ben Walker. Adforum give us a link to the T&C trailer for the 30 minute film that perhaps inspired Cog, “The Way Things Go” – directed by F. Fischli & D. Weiss in 1987. They also point us to the hilarious Cog parody by 118.
Credits
The Honda Cog campaign was developed at Wieden & Kennedy, London, by executive creative directors Tony Davidson and Kim Papworth, art director Matt Gooden, copywriter Ben Walker, with agency producer Rob Steiner.
Filming was directed by Antoine Bardou-Jacquet at Partizan Midi Minuit, with producers Madeleine Sanderson, James Tomkinson, Franck Montillot, and director of photography David Ungaro.
Post Production was done at The Mill, London, edited by Flame artist Barnsley, Flame Assistant: Dave Birkill, producer Fi Kilroe. Cog was edited by Bill Smedley at The Quarry, London.
Sound was designed by Jonnie Burn and Warren Hamilton at Wave Studios. The music used in the Honda Cog spot is “Rapper’s Delight”, performed by American hip hop trio SugarHill Gang as a single in 1979.
Download the full track from iTunes:
Honda Cog has won countless awards, including CLIO (gold), Epica (gold), Cannes Lions (gold), The One Show (best of show), International ANDY awards (silver), British Television Advertising Awards (Best TV commercial of the year), Advertising Creative Circle Awards, (gold, platinum), Eurobest (gold), D&AD Awards (silver), IPA Advertising Effectiveness Awards (gold), International Automotive Advertising Awards (gold and best of show), and Advertising Festival Ad Awards Tenerife.
Telegraph UK article
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Posted in Inspiration, TV Ads Cinema and Online Videos
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(4.92 out of 5)
hello!!I`m a spanish boy and I want to know what is the title of this fabolous spot. thanks
what is the tune at the end?????
hi i like the cog advert it is really cool.
the tune at the end is ”rappers delight” by ”Sugarhill gang”
this is jus a wicked ad
Honda have to be the best in the advertising industry, adverts such as the impossible dream and the cog etc are just awesome and should go down in history as the best ever!!!
Honda’s ability to create advertisements that are effective, but also completely align with their brand image is the company’s greatest intangible asset. This is an amazing and visually engaging ad.
Now that Honda has pulled the plug on Formula 1, they’ll have to stop using the little racing cars at the end of all their ads.