Spirit of 'Cog' Lives On in W+K's New Online Game for Honda 'The Experiment' is all about chain reactions

The Experiment, an online game from Honda (via Wieden + Kennedy and B-Reel), channels the nameplate's famed "Cog" commercial of yore. But it's no exercise in nostalgia. Players are challenged to correctly position pop-up images to create on-screen "chain reactions." The goal is to experiment and discover what works, just like Honda engineers do. It's an elegant effort, cerebral and engaging, with visual panache. All that said ... I hate this fricking game! OK, the blowtorch melts the ice, water drips through the funnel and onto the scales … why won't that damn balloon rise!? This is too hard. It's supposed to be a car ad, not Physics 101. I have an attention span of roughly six seconds (the quality of my AdFreak output proves this). When I play a branded game, I want to win as fast and with as little effort as humanly possible. How about I click on a car icon and "You win!" pops up? That would be a good chain reaction! Maybe throw in some bikini babes—they improve any car ad. What's more, that techno-ambient music makes me want to smash car windows with my head. It's mixed so loud in the "making-of" clip (posted after the jump), I missed half of what the Wieden creatives were saying. By the way, can any of them tell me how to reset my dashboard clock for standard time? I threw out the owner's manual so I could fit more sandwiches in the glove compartment. Via The Denver Egotist.

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