Wednesday 2 February 2011

My favourite Ad, The Wonder of Honda: The Cog



Though being the global no.1 in the motorbike industry, to the Western world Honda generally conjures up an image of an automobile, and whilst renowned for quality, its historical lack of desirability has considerably hindered the brand's market penetration.

Two weeks prior to their release of the 7th generation of the Honda Accord in 2003, the release of their innovative, engaging, and mesmerising "Cog" ad (part of their award winning "Power of Dreams" campaign) caused such a stir as to change the brand's image for ever.
Their European ad agency being changed periodically, following a successful pitch to Honda by Weiden and Kennedy, they were afforded £1 million for the creation of what BTA jury’s chairman Charles Inge would say was the "best commercial [he'd] seen in ten years".

The ad itself uses the parts of what was at the time one of only five existing Honda Accords in a Heath Robinson Contraption. Within this, numerous car parts form an ingenious and complex chain reaction that culminates in the gentle release of an Accord, revealing it's labelling banner of the Accord to the tune of "Rappers Delight" by the Sugar Hill Gang.
The 2 minute long ad took a total of 606 takes and 4 days to shoot, before premiering during the a Brazilian Grand Prix break, on one of only a handful of outings the full ad received.

The intricate yet smooth and seamless way in which each stage of the story flows in a quasi-domino effect, alongside the quietness of the piece and pin point accuracy by which each stage is completed, transfixes and mesmerises the viewer. The consumer is then gently brought back to reality and focused on the brand by the almost gentle introduction of music and dulcet tones of the voice over.
The closeness of the camera was a conscious move by the editing company, and one which focuses the viewer on the moment, ensuring that at the end of the piece all attention is consequently on the car, and not on what has gone on before.
Further to the ad itself, it is believed that the decision to reduce the length of the ad for subsequent outings was also an intelligent one, as though much of the TV spend had been well spent on engaging its target audience on its first few airings, it needed to remain visible to successfully play on the (perhaps nowadays dwindling) water-cooler effect, and embed itself within consumer's minds as a desirable brand.

Apart from it's clear artistic genius, causing Honda's website to rise to 2nd overnight, and directly influencing 10,000 sales make it unsurprising that "Cog" went on to win more awards than any other commercial in history. Unfortunately however, it was a surprisingly beaten favourite for the famous Grand Prix award at Cannes Lions International Advertising Festival 2003. After being beaten by IKEA's "Lamp" ad, it was reported that the accusations of plagiarism of the 1987 art film, "Der Lauf der Dinge" that surrounded the ad, cost it the award.

Whilst Cog is over, it's legacy certainly lives on, being dubbed by Campaign as one of the most imitated ads ever, most recently echoed in OK GO's music video for "This Too Shall Pass".
Cog was just the first in what a series of iconic ads that Honda has become notorious for, including the notorious "Honda Civic Choir" and "Grrr". Perhaps most famously to consumers was the 2008 "Honda Live Ad". In this, 4 Creative teamed up with Starcom MediaVest Group in order to air a live commercial of 18 freefalling skydivers to spell out the letters H.O.N.D and A, , as the finale of a series of unbranded TV and print ads that merely hinted at the nature of the final piece.

With Honda recently upgrading its trust of Starcom MediaVest Group London by providing them with their entire European Media Account, they have just finished collaborating once again with Honda genius Weiden and Kennedy on the Honda Jazz "This Unpredictable Life" ad and iPhone app. Whilst undoubtedly another digital masterpiece, time will have to tell and stats will have to be gathered, on whether it can capture the nation and measure up to the wonder that is the Cog.

See below for other related ads and videos:







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