Rube Goldberg returns....
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The commercial, which runs two minutes, is called
"Cog," and was created by the London office of Wieden
& Kennedy, the agency of record for the Honda Motor
Company account in Britain.
The commercial is real, filmed without special
effects, computer-generated or otherwise. It took 606
takes for each step of the lengthy process to occur as
it was supposed to. Estimates of the cost to shoot the
spot are as much as $6 million.
Each tiny step or move in the spot was carefully
choreographed, meaning that if a part did not do what
it should, the filming had to be resumed from the
start. That happened 605 times before that magical
final take.
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