Best. Use Of. “Rapper’s Delight.” In A Commercial. Ever.

Yet, “Rapper’s Delight” isn’t the best aspect of “Cog,” a 2-minute Honda commercial, produced by Nike stalwarts Wieden + Kennedy, which aired in the UK during 2003. That would be its sheer visual inventiveness and luscious backstory, one of filmmakers going to insane limits to create a vision that, until the moment the lights go dark, only exists inside their heads.

I recently discovered this spot while doing research on Rube Goldberg machines…and I was looking those up as an aspect of some religious writing I’m doing…which is, I should say here, what I’ve always loved about the net and, certainly by extension, Wikipedia: Its serendipitous nature, and that, following it, you never end up where you started or expected…that being, I think you’ll agree, what this advertisement is about, too.