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Rewind 2003 – Honda Cog

February 18, 2010

Despite being seven years old, this astonishing ad from Partizan in Paris ( Post Production : The Mill ) is regarded as one of the most influential commercials of the past decade.

Due to the prohibitive cost of airing a 120 second commercial, the full version of Cog was aired only a handful of times. Even more interestingly, the Ad features very minimal computer trickery. The exacting nature of the testing and the pressure of the schedule took its toll on the crew. Some workers went days without sleep. Others reported having bad dreams about the spare car parts. In all, 606 takes were needed to complete Cog,

Cog received an unprecedented amount of critical acclaim, winning more awards than any commercial in history. The jury for the British Television Advertising Awards gave the piece the highest score of any commercial ever recorded, with the jury’s chairman Charles Inge commenting: “My own opinion is that this is the best commercial that I have seen for at least ten years.”

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