Perseverance Behind Honda’s “Cog” Ad

Full disclosure, I missed this ad when it first came out in 2003 (perhaps it aired only in the UK), but that’s the beauty of the internet. Almost any video I can think of from my lifetime, I’m likely to find on YouTube. This spot I came across, because AdWeek’s AdFreak column posted a letter from a 10-year-old girl (yes, 10) to Honda, praising the ad.

I’m the guy who watched the DVD extras on Peter Jackson’s Lord of the Rings, because the question just lingers, “Just how did they do all that?”

So naturally, watching a Behind the Scenes video of making Honda’s “Cog” ad was a must-see. What exactly did it take to make this elegant Rube-Goldbergesque ad? Time, patience, perseverance, and a commitment to believing a great idea is possible.


That mindset runs along the same lines as FC client Susanne Rubæk’s recently published book, Geared for Innovation (currently in Danish). We recently shot the reception for her book, well attended in downtown Copenhagen at the showroom of Tesla Motors, one of the most innovative companies in its field. I’ll send an update soon when we have the video ready. In the meantime, enjoy the two vids posted. It’s the perspiration tied to inspiration that’s worth showing.