Honda "Cog"

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This spot hypnotized us with its two whole freakin' minutes of Rube Goldberg-inspired mechanical foreplay, which starts out with a sole cog that rolls and sets off a miraculous choreography of about 85 Accord parts, ultimately closing the hatch of a full-bodied version of the car. "Isn't it nice when things just work?" asks the V.O. Indeed it is, and they do here amazingly, without the assistance of any CG or effects, although director Antoine Bardou-Jacquet did sit through more than 600 takes to get things just right. One of this year's strongest contenders for the Cannes Grand Prix, this one ended up taking Gold.

Client: Honda Agency: W+K/London CDs: Tony Davidson, Kim Papworth AD: Matt Gooden CW: Ben Walker Agency Producer: Rob Steiner Director: Antoine Bardou-Jacquet/Partizan Midi Minuit Editor: Bill Smedley/The Quarry, London Sound Design: Johnnie Burn/Wave

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