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

Fun follow-up from Canada

Headshot of Tim Nudd

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.

Honda tells AdFreak that the action was all caught in camera. But "in spite of the short length of the Rube Goldberg machine and the fact that it was intended to fail, it still took over 175 attempts to capture the action all in one continuous take."


Client: Honda Canada/Ontario Honda Dealers Association

Honda Central Zone Manager: Ray Chong

Honda Field Engineering Specialist: Michael Menard

Agency: ds+p

ds+p Founding Partner: Doug Robinson

Creative Director: Brian Murray

Art Directors: Matthew Camara, Ryan Dzur

Copywriters: Brian Murray, Sam Cote

Agency Producer: Sean Paul Brady

Account Team: Adam White, Jorge Velis, Sean Paul Brady

Production: The Video Store

Director: Ante Kovac

Executive Producers: Ian Webb, Harland Weiss, Donovan Boden

Director of Photography: Kris Bonnell

Production Designer: Jay Pooley

Editor: Alain Elliott, Married to Giants

Producer: Amanda Cuda, Married to Giants

Color: Eric Whipp, Alter Ego

Visual Effects: Kaelem Cahill, Wingman

Executive Producer: Samantha Simpson, Wingman

Sound Design, Mix: Didier Tovel, SNDWRx Audio Postproduction

Assistant: Mark James 

@nudd Tim Nudd is a former creative editor of Adweek.