#2. Honda, "The Cog"
Car(s) featured: Honda Accord Sport Wagon
To help boost its sales in the U.K., Honda tapped Wieden+Kennedy to revive its image as a staid and boring Japanese automaker. What it got was a 120-second commercial that showed a bunch of car parts, starting with a transmission bearing, come together to make up the seventh-generation Honda Accord. The ad, which caused some copyright controversy when Peter Fischili and David Weiss accused W+K of plagiarizing a previous work of their, went on to win almost every advertising award that year and has been the inspiration for a number commercials.