Description / Synopsis
The 2 minute commercial, entitled “cog”, uses over 85 individual parts of the new Accord which precisely and intricately “knock on to” and interact with one another to form a complex chain reaction which lasts until the new Accord is finally revealed.
Context
When Honda came to us, they were underperforming in the UK Car market.
One of the most striking reasons for this under-performance was their recessive image. They were seen as dull but reliable. Good engineers, but uninspiring car makers. The car market is too cluttered and too complicated for people to consider many car brands. The more recessive ones fade from people’s attention very quickly.
Philosophy/Solution
Our task was clear — get Honda onto people’s shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars.
Honda’s corporate culture and history are uniquely compelling. Mr. Honda himself was a fascinating, unexpected character. Not to tell these stories would have been a communications crime. So we told them in a series of brand and product ads that explain Honda’s ‘Power Of Dreams’ philosophy
Results
Since we started working with Honda in 2002, their sales are up 55%. Consideration of Honda for next car is up from 12% in 2002 to 26% in 2006. Ad awareness is ahead of rivals VW and Toyota on a fraction of their spend. The campaign has delivered over £400m in incremental sales revenue and has helped Honda’s website become most visited of any car manufacturer.
Title “Cog”
Agency Wieden + Kennedy UK Ltd
City London
Production Company: Partizan Midi Minuit, Partizan
Advertiser Honda Motor Co.
Brand Name Honda
Product Name Accord
Business Sector Cars
Campaign Name Honda Power Of Dreams philosophy (See the campaign)
Date of First Publication 4/14/2003
Market Europe, United Kingdom
Country of Production United Kingdom
Language English
Type Television
Length 120 seconds
Soundtrack/Song “Rapper’s Delight”
Tagline Honda. The power of dreams.
Awards CLIO Awards, 2004 (Grand Clio)
CLIO Awards, 2004 (Gold) for Automotive
London International Advertising Awards - LIAA, 2003 (Winner) for TV & Cinema: Automotive
Epica, 2003 (Winner) for Automobiles
Cannes Lions - International Advertising Festival, 2003 (Gold Lion) for Cars
The One Show, 2004 (Gold) for Consumer TV Over :30 Single
The One Show, 2004 (Gold) for Consumer TV: Campaign (Commercials of Varying Lengths)
The One Show, 2004 (Best of Show)
International ANDY Awards, 2004 (GRANDY)
International ANDY Awards, 2004 (Silver) for Automotive
The Cresta Awards, 2004 (Grand Prix) for Consumer
Shark Awards Advertising Festival, 2003 (Silver) for Cinema
British Television Advertising Awards (BTAA), 2004 (Shortlist) for Vehicles
British Television Advertising Awards (BTAA), 2004 (Gold) for European
British Television Advertising Awards (BTAA), 2004 (Silver) for Virals
British Television Advertising Awards (BTAA), 2004 (Gold) for Cinema
British Television Advertising Awards (BTAA), 2004 (Gold) for Series
British Television Advertising Awards (BTAA), 2004 (Best Television Commercial of the Year)
Advertising Creative Circle Awards, 2004 (Gold) for Best Commercial
Advertising Creative Circle Awards, 2004 (Gold) for Best Campaign or Series
Advertising Creative Circle Awards, 2004 (Platinum Honour)
Eurobest, 2003 (Gold) for Cars
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising: TV Commercials - Over 60 seconds
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising: TV Commercials - TV Campaigns
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Direction
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Sound Design
IPA Advertising Effectiveness Awards, 2004 (Gold)
IPA Advertising Effectiveness Awards, 2004 (John Bartle Award (Best New Agency) )
International Automotive Advertising Awards (IAAA), 2003 (Best of Show) for Passenger Cars Intermediate/Large Television
International Automotive Advertising Awards (IAAA), 2003 (Gold) for Passenger Cars Intermediate/Large Television
International Automotive Advertising Awards (IAAA), 2003 (Gold) for Creative Arts - Direction
International Automotive Advertising Awards (IAAA), 2003 (Gold) for Creative Arts - Sound Design
First Boards Awards, 2004 (Winner: Andrew Proctor) for Animators
The Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Creative Idea in Sound or Vision
The Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Use of Television
The Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Use of Cinema
The Advertising Festival Ad Awards Tenerife, 2003 (The Advertising Festival Gold Award)
Duration : 0:2:0
25 Responses to “Honda Accord - Cog”
Leave a Reply
July 7th, 2009 at 10:27 am
I heard the tires …
I heard the tires were top-weighted with bolts or something, just enough to do a partial-turn uphill.
July 7th, 2009 at 10:27 am
Those tires look …
Those tires look unbeliveable.
Explanations?
July 7th, 2009 at 10:27 am
actually one cut! …
actually one cut! but no CG
July 7th, 2009 at 10:27 am
I remember this … …
I remember this … what’s amazing too, is that this all really worked. It took many takes, but this is really one take - no video cutting…
July 7th, 2009 at 10:27 am
haha.. i just heard …
haha.. i just heard the rappers delight! the song in the end.
excellent ad.. v used it in our documentary on advertisement.
July 7th, 2009 at 10:27 am
it worked on the …
it worked on the 606th try, 6 yrs to get it to work
ps. hondas founder or something says success is 99% failure
July 7th, 2009 at 10:27 am
i help set up this …
i help set up this video in2005
July 7th, 2009 at 10:27 am
Rube Goldberg …
Rube Goldberg Machine- Honda Style
July 7th, 2009 at 10:27 am
clear, precious …
clear, precious piece of work. Wise choices of lightning, tempo and obviously bunch of creative guys with parts from Honda Accord locked up in a room with about kilo of ganja
July 7th, 2009 at 10:27 am
surprisingly it …
surprisingly it took about 605 tries
July 7th, 2009 at 10:27 am
why dont you try it …
why dont you try it? then tell us the fact
July 7th, 2009 at 10:27 am
Legendary advert
Legendary advert
July 7th, 2009 at 10:27 am
Fantastic advert. …
Fantastic advert. One of the best.
July 7th, 2009 at 10:27 am
actually 6000 tries
actually 6000 tries
July 7th, 2009 at 10:27 am
wait….
that’s not …
wait….
that’s not an accord!
July 7th, 2009 at 10:27 am
dude theres weights …
dude theres weights in the tire dummfuck
July 7th, 2009 at 10:27 am
they balanced the …
they balanced the tire with the weight..like you can balance a knife on your finger even if it´s heavyer on one side. all thins have a “balance point”.
July 7th, 2009 at 10:27 am
how does the tyre …
how does the tyre static like that?before it was hit,i cant saw anything holding the tyre from moving down.
July 7th, 2009 at 10:27 am
this is a real …
this is a real video…and a wheel can go upp a slop if you put a weight into the wheel..they did it in this video…
July 7th, 2009 at 10:27 am
actually it took …
actually it took over 600 tries
July 7th, 2009 at 10:27 am
it’s not a real …
it’s not a real video, because the wheels can’t go up a slope.
July 7th, 2009 at 10:27 am
rappers delight
rappers delight
July 7th, 2009 at 10:27 am
This is a real …
This is a real video too, it took the people who made it over 500 trys
July 7th, 2009 at 10:27 am
what’s the song at …
what’s the song at the end?
famous but I do not remember…
July 7th, 2009 at 10:27 am
dude i did the samt …
dude i did the samt thing to my 1991 volvo i swear