Honda Accord - Cog

Description / SynopsisThe 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.ContextWhen 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 people's attention very quickly. Philosophy/SolutionOur task was clear -- get Honda onto people's shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars.Honda's 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 Honda's 'Power Of Dreams' philosophy ResultsSince 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. Title "Cog" Agency Wieden + Kennedy UK Ltd City London Production Company: Partizan Midi Minuit, Partizan Advertiser Honda Motor Co. Brand Name Honda Product Name Accord Business Sector Cars Campaign Name Honda Power Of Dreams philosophy (See the campaign) Date of First Publication 4/14/2003 Market Europe, United Kingdom Country of Production United Kingdom Language English Type Television Length 120 seconds Soundtrack/Song "Rapper's Delight" Tagline Honda. The power of dreams. Awards CLIO Awards, 2004 (Grand Clio)CLIO Awards, 2004 (Gold) for AutomotiveLondon International Advertising Awards - LIAA, 2003 (Winner) for TV & Cinema: AutomotiveEpica, 2003 (Winner) for AutomobilesCannes Lions - International Advertising Festival, 2003 (Gold Lion) for CarsThe One Show, 2004 (Gold) for Consumer TV Over :30 SingleThe One Show, 2004 (Gold) for Consumer TV: Campaign (Commercials of Varying Lengths)The One Show, 2004 (Best of Show)International ANDY Awards, 2004 (GRANDY)International ANDY Awards, 2004 (Silver) for AutomotiveThe Cresta Awards, 2004 (Grand Prix) for ConsumerShark Awards Advertising Festival, 2003 (Silver) for CinemaBritish Television Advertising Awards (BTAA), 2004 (Shortlist) for VehiclesBritish Television Advertising Awards (BTAA), 2004 (Gold) for EuropeanBritish Television Advertising Awards (BTAA), 2004 (Silver) for ViralsBritish Television Advertising Awards (BTAA), 2004 (Gold) for CinemaBritish Television Advertising Awards (BTAA), 2004 (Gold) for SeriesBritish Television Advertising Awards (BTAA), 2004 (Best Television Commercial of the Year)Advertising Creative Circle Awards, 2004 (Gold) for Best CommercialAdvertising Creative Circle Awards, 2004 (Gold) for Best Campaign or SeriesAdvertising Creative Circle Awards, 2004 (Platinum Honour)Eurobest, 2003 (Gold) for CarsD&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising: TV Commercials - Over 60 secondsD&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising: TV Commercials - TV CampaignsD&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: DirectionD&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Sound DesignIPA Advertising Effectiveness Awards, 2004 (Gold)IPA Advertising Effectiveness Awards, 2004 (John Bartle Award (Best New Agency) )International Automotive Advertising Awards (IAAA), 2003 (Best of Show) for Passenger Cars Intermediate/Large TelevisionInternational Automotive Advertising Awards (IAAA), 2003 (Gold) for Passenger Cars Intermediate/Large TelevisionInternational Automotive Advertising Awards (IAAA), 2003 (Gold) for Creative Arts - DirectionInternational Automotive Advertising Awards (IAAA), 2003 (Gold) for Creative Arts - Sound DesignFirst Boards Awards, 2004 (Winner: Andrew Proctor) for AnimatorsThe Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Creative Idea in Sound or VisionThe Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Use of TelevisionThe Advertising Festival Ad Awards Tenerife, 2003 (Winner) for Best Use of CinemaThe Advertising Festival Ad Awards Tenerife, 2003 (The Advertising Festival Gold Award)

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