The most expensive commercial in the world right now belong to the advertisement of the seventh generation of Honda Accord, or also known as “Cog”. The promotion campaign of this most expensive commercial in the world was directed by Antoine Bardou-Jacquet, produced by Partizan Mini-Minuit, and co-produced by The Mill by contracting him and costs on a budget of 1 million Euro or $6.2 million total.
Seventh Generation of Honda Accord
This most expensive commercial in the world was on broadcast on British television in April 2003, during a commercial break in ITV’s coverage of the 2003 Brazilian Grand Prix. During the campaign promotion, it took about 606 takes and re-takes for this 120-second most expensive commercial in the world.
As a result, the campaign promotion of this most expensive commercial was very successful, both critically and financially. The Honda, which launched this commercial, saw more web traffic in the 24 hours after “Cog” was broadcasted. The branded content was accessed by over 250,000 people. About 10,000 of them followed up with a request for a brochure of this most expensive commercial in the world.
The reaction from the media press was equally effusive. Some magazines described this most expensive commercial in the world as creating “the water-cooler and conversation of the year”, while the other believed that it was “certain to become an advertising legend”. With the total amount of over $6 million, people believe that the producer of this commercial could probably make a movie.
The high cost of the slots of this most expensive commercial in the world breaks meant that the full version of “Cog” was broadcast only a handful of times. It was only aired in United Kingdom, Australia, and Sweden. Despite its limited run, this most expensive commercial is regarded as one of the most ground-breaking and influential commercial of the 2000s.
Honda Accord “Cog”
This commercial also received many awards from the television and advertising industries than any commercial in history. The success of this most expensive commercial ever made in the world was blighted, by persistent accusations of plagiarism by Peter Fischli and David Weiss, the creators of “The Way Things Go” (1987).