My Most Immortal Ad: Amanda Luckwell on Honda’s Cog

Ahead of this year’s Immortal Awards deadline, the co-founder of UNIT takes a look at two minutes of awe-inspiring brand brilliance.

In the run up to this year’s Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that have stood the test of time in their minds, revealing the reasons why they’ve stayed with them through the years as their Most Immortal Ads.

Amanda Luckwell, co-founder of UNIT, looks back at an iconic automotive ad that – almost unbelievably – features minimal post-production work thanks to meticulous choreography.

The entry system for The Immortal Awards’ 2024 competition is now open. As always, entry is free for Little Black Book members and more information on how you can enter – and start your path to creative immortality – can be found at the bottom of the article.

Selecting Honda’s ‘Cog’ as My Immortal Ad is an easy choice. This 2003 ad for the Honda Accord, filmed entirely without CGI, is a testament to the power of storytelling and the strength of a single minded creative idea. 

The ad features a real, functioning Rube Goldberg machine made from Accord parts, meticulously choreographed to perfection over 600 takes.

The dedication and precision involved in creating ‘Cog’ is awe-inspiring. Filmed in two parts due to space constraints, the ad’s seamless integration and fluid motion captivated viewers, highlighting Honda’s commitment to engineering excellence. 

Director Antoine Bardou-Jacquet and his team faced numerous challenges, yet their perseverance and attention to detail paid off, resulting in a mesmerising sequence that unfolds beautifully.

What sets ‘Cog’ apart is its authenticity. Minimal post-production work emphasises the genuine, hands-on effort behind the project, aligning perfectly with Honda’s brand image. In an era dominated by CGI, ‘Cog’ stands out as a celebration of human creativity and mechanical precision.

In just two minutes, ‘Cog’ not only advertises a car but also tells a compelling story of innovation and craftsmanship, making it my favourite advert of all time.

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