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"Cog" is a British television and cinema advertisement launched by Honda in 2003 to promote the seventh-generation Accord line of cars. It follows the convention of a Rube Goldberg machine, utilizing a chain of colliding parts taken from a disassembled Accord. Wieden+Kennedy developed a GB£6 million marketing campaign around "Cog" and its partner pieces, "Sense" and "Everyday", broadcast later in the year. The piece itself was produced on a budget of £1 million by Partizan Midi-Minuit. Antoine Bardou-Jacquet directed the seven-month production, contracting The Mill to handle post-production. The 120-second final cut of "Cog" was broadcast on British television on 6 April 2003, during a commercial break in ITV's coverage of the 2003 Brazilian Grand Prix. The campaign was very successful both critically and financially. Honda's UK domain saw more web traffic in the 24 hours after "Cog"'s television début than all but one UK automotive brand received during that entire month. The branded content attached to "Cog" through interactive television was accessed by over 250,000 people, and 10,000 people followed up with a request for a brochure for the Honda Accord or a DVD copy of the advertisement. The media reaction to the advertisement was equally effusive; ''The Independents Peter York described it as creating "the water-cooler ad conversation of the year",〔York, Peter; "(Click-Start: Honda's Chain Reaction is Poetry in Motion )", ''The Independent'', 13 April 2003. Retrieved 7 September 2009.〕 while Quentin Letts of ''The Daily Telegraph'' believed it was "certain to become an advertising legend".〔 The high cost of 120-second slots in televised commercial breaks meant that the full version of "Cog" was broadcast only a handful of times, and only in the United Kingdom, Australia, and Sweden. Despite its limited run, it is regarded as one of the most groundbreaking〔"(Honda 'cog' ad at centre of rip-off debate over 1987 film ), ''Marketing'', 27 May 2003. Retrieved 29 March 2011.〕〔Sweney, Mark; "(Guinness ad topples record )", ''The Guardian'', 8 November 2007. Retrieved 29 March 2011.〕 and influential commercials of the 2000s, and received more awards from the television and advertising industries than any commercial in history. Its success was blighted, however, by persistent accusations of plagiarism by Peter Fischli and David Weiss, the creators of ''The Way Things Go'' (1987). ==Sequence== "Cog" opens with a close-up on a transmission bearing rolling down a board into a synchro hub. The hub in turn rolls into a gear wheel cog, which falls off of the board and into a camshaft and pulley wheel. The camera tracks slowly from left to right, following the domino chain of reactions across an otherwise empty gallery space. The complexity of the interactions increases as the commercial progresses, growing from simple collisions to ziplines made from a bonnet release cable, scales and see-saws constructed from multiple carefully balanced parts, and a swinging mobile of suspended glass windows. Later sequences begin to make use of the Accord's electronic systems; the automated water sensors attached to the windscreen are used to make wiper blades start crawling across the floor, and a side door with a door-mirror indicator lowers the automated window to let a part pass through. The majority of "Cog" takes place in complete silence, the only sounds coming from the collisions of the pieces themselves. This is broken with the activation of the CD player from the Accord, which begins playing The Sugarhill Gang's 1979 single "Rapper's Delight". The sequence ends when the button of an electronic key fob is pressed, closing the hatchback of a fully assembled Honda Accord on a carefully balanced trailer. The car rolls off of the trailer, and stops in front of a tonneau cover bearing the "Accord" marque, while narrator Garrison Keillor asks "Isn't it nice when things just work?". The screen fades to white and the piece closes on the Honda logo and the brand's motto, "The Power of Dreams". 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Cog (advertisement)」の詳細全文を読む スポンサード リンク
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