Honda Builds on ‘Cogs,’ Sweeps Up at Auto Ad of the Year Awards

Many may remember Honda’s Cogs advertisement, a video depiction of a delightful Rube Goldberg sequence made entirely of automotive components, that ran for nearly a solid two minutes. That video came out about eight years ago, believe it or not — and since then, Honda has managed to stay on top of its short film game.

Honda, it appears, has a knack for clever marketing videos, which range from its ASIMO robot to its cars. With time, it seems that the company has only gotten better, as the Japanese automaker has made a strong showing at the 2014 One Show Automobile Advertising of the Year Awards, winning three of six potential awards.

The awards are judged by 50 creative directors and journalists, and a Public Choice category was picked as the result of almost 20,000 online votes. Among Honda’s three awards, its Hands commercial walked away with the Best Auto Commercial, showing that Honda still has the media prowess that it showed off with Cogs.

But Honda wasn’t done yet. Its Sounds of Honda, an emotional tribute to racing legend Ayrton Senna, won the award in the Online category, which allowed the audience to “experience the driving of Ayrton Senna in the McLaren-Honda MP4/5 which was reproduced based on the recorded data of then-fastest lap at Suzuka Circuit set by Senna in the qualifying for the FIA Formula One (F1) World Championship Japan Grand Prix in 1989.” Some fancy lights and computer programing made for quite the multimedia performance. Senna was killed in a racing-related accident in 1994.

Honda finished up with Illusions, a clever optical illusion piece that walked away with the trophy from the public opinion poll. It is understandably popular due to the creativity and tagline that pulls the whole ad together.

“Automotive advertising has been elevated to a true art form,” said Bob Shuman, chairman of the North American International Auto Show for 2014, in a statement. “Content now includes story lines, character development, and many qualities that are found in the production of fine films and TV programs. The delivery of this content is becoming increasingly progressive, embracing social media and other alternative forms of communication. We are very excited to be associated with this award, and congratulate the winners.”

We can only hope that Honda keeps up its advertising legacy, and that others may follow suit.