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You're so going to clean up at D&AD with that.

Hope so.

We're seeing an interesting, strange network effect with this ad. Awards schemes we haven't entered (because of the cost) are giving us prizes anyway because they figure they'll look silly and small-time if Cog doesn't win. Which means it wins more awards, which just increases the network effect.

It's a bizarre business.

I worked on Honda for a time. You're lucky to have the new man in charge as his predecessor was extraordinarily reactionary. Great cars, awful client. All that said, we couldn't have come up with 'Cog'. My only trifling complaint would be that no one made the idea work successfully in other media which to me at least is the true sign of powerful, integrated advertising.

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