 The popularity and recognition received by " Cog " led a number of other companies to create pieces in a similar vein — either as homages , in parody , or simply to further explore the design space . The first of these was Just Works , a deliberate parody advertisement for the 118 118 directory assistance service in the summer of 2003 , in which the Honda parts are replaced with such oddities as a tractor wheel , a flamingo and a space hopper , with impetus provided by two moustachioed runners . Just Works was created by advertising agency WCRS . It was written by Anson Harris and directed by JJ Keith , whose previous work included spots for BT Cellnet , Heinz , and Guinness , and the Oscar @-@ nominated short film Holiday Romance . Honda refused to give WCRS permission to copy their advert , which , under BACC guidelines , prevented either the 60- or 90 @-@ second Just Works spots from appearing on British television . Instead , the ad was shown online and promoted virally . Just Works went on to win a number of awards in its own right , including Golds in several categories at the British Television Advertising Awards and the Creative Circle Awards , a Silver Lion from the Cannes Lions International Advertising Festival , and a Bronze award from The One Club . 
