 The first series of promotions in the United Kingdom adopted the strapline " What if ... ? " , and explored various " dream @-@ like " scenarios . The first television campaign explicitly introduced the premise of the campaign by asking what would happen if the world 's favourite word ( Okay ) was replaced with " What if ? " . The next few pieces of the campaign , " Pecking Order " , " Seats " , and " Bus Lane " for television and " Doodle " , " Big Grin " , and " Oblonger " for radio , became progressively more surreal , and featured oddities ranging from a traffic cone draped in leopard fur to trees growing traffic lights from their branches . In 2002 , Matt Gooden , a creative director , and Ben Walker , a copywriter , proposed a new television and cinema advertisement to promote the seventh @-@ generation Honda Accord line that had recently been rolled out in Europe and Japan . The advertisement , based on a complex chain reaction of moving parts from the Accord itself , was approved and given the working title " Cog " . 
