 Campaign magazine listed " Cog " , along with Balls for the Sony BRAVIA line of high @-@ definition televisions , as one of the most @-@ imitated commercials in recent times . Among the pieces believed to draw inspiration from " Cog " are a 2003 piece for breakfast cereal Sugar Puffs , Nearness for the Oslo School of Architecture and Design , a 30 @-@ second animated advertisement for Heinz Tomato Ketchup , an advertisement for BBC Radio Merseyside football coverage , and the 2007 Tipping Point , advertising Guinness stout . When asked about the similarities between " Cog " and " Tipping Point " , Paul Brazier , executive creative director at the advertising agency behind Tipping Point , replied : " I knew the ad was similar in places , but as an executive creative director , you have to look at things like that and make a decision . The fact the TV ad was only part of a huge internet campaign meant that I thought it wasn ’ t that near " Cog " . " 
