 " Cog " is a British television and cinema advertisement launched by Honda in 2003 to promote the seventh @-@ generation Accord line of cars . It follows the convention of a Rube Goldberg machine , utilizing a chain of colliding parts taken from a disassembled Accord . Wieden + Kennedy developed a GB £ 6 million marketing campaign around " Cog " and its partner pieces , " Sense " and " Everyday " , broadcast later in the year . The piece itself was produced on a budget of £ 1 million by Partizan Midi @-@ Minuit . Antoine Bardou @-@ Jacquet directed the seven @-@ month production , contracting The Mill to handle post @-@ production . The 120 @-@ second final cut of " Cog " was broadcast on British television on 6 April 2003 , during a commercial break in ITV 's coverage of the 2003 Brazilian Grand Prix . 
