This Honda ad took 605 takes (and won the world over).
Here’s how they made history:
In 2003, Honda made history with this commercial:
"The Cog" wasn’t flashy. No celebrities. No voiceover until the very end.
Just two mesmerizing minutes of pure engineering magic.
A Rube Goldberg-inspired chain reaction, all using real Honda Accord parts.
No CGI. No fancy editing. Just physics, patience, and 605 takes to get it perfect.
Why it worked so well:
?? Authenticity Over Gimmicks – While brands were leaning into digital effects, Honda did the opposite. They built something real, reinforcing their brand’s identity: precision, reliability, and craftsmanship.
?? Show, Don’t Tell – Instead of talking about their engineering prowess, Honda proved it. The entire ad is a masterclass in letting the product demonstrate its value.
?? Visual Storytelling – No words needed. The hypnotic movement of each part engaged viewers across languages and cultures.
?? Shareability Before Social Media – This ad went viral before "going viral" was even a thing. People emailed it. They discussed it. It was an event.
?? A Line That Said It All – “Isn’t it nice when things just work?” A simple, perfect tagline that encapsulated everything Honda stood for.
Even today, "The Cog" is studied as one of the greatest ads ever made.
Proof that sometimes, doing things the hard way is what makes the biggest impact.
Have you seen this ad? If not, go watch it. And if you have—does it still hold up?
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