Advertiser> Honda

Based: Tokyo, Japan

Agencies: Wieden + Kennedy, other agencies internationally. W+K, London, won the UK account in 2002.

Account size: Media spend approx. £25 million a year in UK, $525 million US (TV).

Philosophy: "The power of dreams - thinking of amazing things and making them happen."

Personality: "Inquisitive, passionate, human, optimistic, imaginative."

Awards: Cannes Gold Lion for "Cog", Automotive News Silver award for Best TV Campaign, Automotive News Best National Print Campaign.

Life after "Cog": "Sense" for Honda's Integrated Motor System, released in July, uses metaphors, not nuts and bolts. "We were determined not to fall into the trap of 'Cog 2'," says W+K. The spot showcases the Honda brand and technology rather than a specific vehicle, but a new Civic campaign is slated for November.

Boards rock-o-meter: "Cog" gets 9.5/10. Heck, they made wheels roll up a slope.

WEBFILES:
Honda> http://www.honda.com