Branding Blog

Honda Cog – Award Hog

6 April 2003 marks the premiere of the Honda Cog television commercial; and from that day, history was made. This commercial, if you haven’t already seen it, made advertising history by not only being the TVC with the most awards up to date, but also with its impressive budget being spent on this entire campaign.

The cost for production alone for this TVC? An impressive £1M – and with the agencyWieden+Kennedy raking in £6M for the campaign.

The production of this ad was no stroll in the park. In fact, director Antoine Bardou-Jacquet from the production company set aside two months prior to shooting just to create hundreds and hundreds of conceptual drawings of possible combinations that involved all the parts that make up the new Honda Accord (most of which were discarded in the final cut due to the complexities that entailed, such as exploding airbags and head on collisions) and another four months of practical testing and development!

To cut a long story short, a total of 606 takes of individual shots, some requiring the precision and accuracy of a sixteenth of an inch for that perfect reel, were done over a 4-day filming period. With awards like the Grand Prix of the Cannes Lions International Advertising Festival under its belt, credit has got to go to the creative and servicing team of Wieden+Kennedy for their ability to craft and sell such a revolutionary idea.

And of course, credits also to Honda for being brave enough to embark on such an expensive venture.
So don’t ever underestimate a dream, no matter how silly or small.As Honda says it: “Yume No Chikara!” (Power of Dreams)

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