| Title | Cog |
| Agency | Wieden+Kennedy |
| Campaign | Honda Power Of Dreams philosophy |
| Advertiser | Honda Motor Co., Ltd. |
| Brand | Honda |
| Posted | June 2003 |
| Product | Accord |
| Business Sector | Cars |
| Tagline | Honda. The power of dreams. |
| Story | 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. |
| Philosophy | Our task was clear get Honda onto peoples shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars. Hondas 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 Hondas Power Of Dreams philosophy |
| Problem | 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 peoples attention very quickly. |
| Result | 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. |
| Media Type | Television |
| Length | |
| Market | Europe, United Kingdom |
| Soundtrack | Rapper's Delight |
| Production Company | Partizan Paris |
| Recording Studio | Wave Studios |
| Sound Design Company | Wave Studios |
| Director | Antoine Bardou-Jacquet |
| Agency Producer | Rob Steiner |
| Art Director | Matt Gooden |
| Copywriter | Ben Walker |
| Producer | Fi Kilroe |
| Music | Sugar Hill Gang |
| Executive Creative Director | Tony Davidson |
| Executive Creative Director | Kim Papworth |
| Director of Photography (DOP) | David Ungarro |
| Production Company | Partizan London |
| Producer | Madeleine Sanderson |
| Producer | James Tomkinson |
| Producer | Franck Montillot |
| Editor | Bill Smedley |
| Editing Company | The Quarry |
| Special Effects / VFX | Barnsley |
| Special Effects / VFX | The Mill London |
| Sound Design Company | Jonnie Burn |
| First Assistant Director | Olivier Colhoun |
| Editing Company | The Mill London |
| Music Company / Composer | Sanctuary Records |
| Account Executive | Jonathan Campbell |
| Editor | Barnsley |
| Sound Design Company | Jonny Wave |
| Sound Design Company | Warren Wave |
| Lighting Director / Lighting | David Ungarro |
| Sound Design Company | Warren Hamilton |
| Account Director | Francesca Birch |
| Marketing Manager | Matt Coombe |
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- AGENCY:
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