 Expansion of the " Cog " campaign to a worldwide market was fraught with a number of logistical difficulties . The cost of airing a 120 @-@ second commercial proved prohibitive in most markets . Combined with Honda 's use of different advertising agencies in different regions and the relative autonomy of its various business units in marketing decisions , meant that " Cog " screened in only a few selected markets : the United Kingdom , Sweden , and Australia , and in cinemas in only a handful of other countries . For most markets , including the United States , the only way for audiences to see the piece was via the Internet , or in one of a handful of unsolicited and unpaid broadcasts on news channel review programmes . Traffic to Honda websites quadrupled ; in the first few weeks , " Cog " was downloaded by over a million people . By mid @-@ May , the number was twice that . It has been estimated that more people in the United States voluntarily chose to watch " Cog " than any other Honda commercial . 
