 The high cost of 120 @-@ second slots in televised commercial breaks meant that the full version of " Cog " was broadcast only a handful of times , and only in the United Kingdom , Australia , and Sweden . Despite its limited run , it is regarded as one of the most groundbreaking and influential commercials of the 2000s , and received more awards from the television and advertising industries than any commercial in history . Its success was blighted , however , by persistent accusations of plagiarism by Peter Fischli and David Weiss , the creators of The Way Things Go ( 1987 ) . 
