| Título | Cog |
| Agencia | Wieden+Kennedy |
| Campaña | Honda Power Of Dreams philosophy |
| Anunciante | Honda Motor Co., Ltd. |
| Marca | Honda |
| Posted | Junio 2003 |
| Producto | Accord |
| Sector Empresarial | Automóviles |
| Lema | Honda. The power of dreams. |
| Sinopsis | 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. |
| Filosofía | 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 |
| Problema | 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. |
| Resultado | 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. |
| Medio | Televisión |
| Duración | |
| Mercado | Europe, Reino Unido |
| Banda Sonora | Rapper's Delight |
| Productora | Partizan Paris |
| Estudio de grabación | Wave Studios |
| Empresa de creación sonora | Wave Studios |
| Realizador | Antoine Bardou-Jacquet |
| Productor de la agencia | Rob Steiner |
| Director artístico | Matt Gooden |
| Responsable de conceptos / redactor | Ben Walker |
| Productor | Fi Kilroe |
| Música | Sugar Hill Gang |
| Director ejecutivo de creación | Tony Davidson |
| Director ejecutivo de creación | Kim Papworth |
| Director de fotografía | David Ungarro |
| Productora | Partizan London |
| Productor | Madeleine Sanderson |
| Productor | James Tomkinson |
| Productor | Franck Montillot |
| Montador | Bill Smedley |
| Montaje | The Quarry |
| Efectos especiales | Barnsley |
| Efectos especiales | The Mill London |
| Empresa de creación sonora | Jonnie Burn |
| First Assistant Director | Olivier Colhoun |
| Montaje | The Mill London |
| Producción musical | Sanctuary Records |
| Ejecutivo de cuentas | Jonathan Campbell |
| Montador | Barnsley |
| Empresa de creación sonora | Jonny Wave |
| Empresa de creación sonora | Warren Wave |
| Jefe de iluminación | David Ungarro |
| Empresa de creación sonora | Warren Hamilton |
| Director de cuentas | Francesca Birch |
| Marketing Manager | Matt Coombe |
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