Honda Just Remade Its Famous 'Cog' Ad, but With a Major Twist

Honda’s “Cog,” made by Wieden + Kennedy in 2003, is one of the most famous car ads of all time. The remarkable Rube Goldberg-style spot featured a chain reaction of car parts that culminated in a finished Honda Accord. It took more than four months of prep time and 70 takes for the final shoot.

“How often do viewers get a glimpse of a car in anything less than the most flattering light, let alone disassembled with parts strewn around? It’s a testament to a brave client and agency,” Adweek’s Eleftheria Parpis wrote at the time.

The spot remains iconic. A couple of years ago, W+K’s Neil Christie even received a letter from a 10-year-old girl who seemed to have fallen in love with the ad. “It was astonishing how you did all of it,” she wrote. “How do you make it so smooth? It must have taken you months to get it right.”

Now, Honda Canada and the Ontario Honda Dealers—and ad agency ds+p—have made the first official sequel to “Cog.” Check it out below. Everything goes great. Until it doesn’t.

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