More performance art than car commercial, Honda of the U.K. Manufacturing Ltd.'s new two-minute "Cog" spot via Wieden & Kennedy of London is dazzling the ad world's creative community as awards season approaches.
Five months of painstaking planning and experimentation went into creating the film, for which the new Honda Accord was literally taken to pieces. The car's individual parts then were used to construct an ambitiously complex Rube Goldberg contraption.
A small cog rolls and nudges into a larger one, setting in motion a chain reaction that ultimately involves walking windshield wipers, rotating panes of glass and a tumbling muffler. The domino effect occurs in a spare room and ends with an Accord rolling off a ramp to a gentle stop as the voice-over asks, "Isn't it nice when things just work?" The tagline: "The power of dreams."
"They have broken the mold of relying on fashion and the latest techniques for car advertising," says Rooney Carruthers, creative director of London's Vallance Carruthers Coleman Priest and former executive creative director of FCB San Francisco. "It is eminently watchable and has subtly built a distinctive vocabulary for the Honda brand."