 In 2004 , BBC Radio Manchester asked for and received permission from Wieden + Kennedy to produce a television advertisement in the style of " Cog " to advertise coverage of football events by local radio stations . The ad , which was directed by Reg Sanders and produced by Tracy Williams , shows pieces of sports equipment such as footballs and team shirts knocking into each other in sequence . In all , 65 versions were broadcast , each tailored to advertise the local BBC Radio station . Wieden + Kennedy were pleased to gain the extra publicity and Neil Christie , managing director of Wieden + Kennedy London , commented : " We are very happy that every time the BBC runs one of their adverts , the person who watches it thinks of Honda . " 
