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The high cost of 120-second slots in televised commercial breaks meant that the full version of " Cog " was broadcast only a handful of times, and only in the United Kingdom, Australia, and Sweden.

Despite its limited run, it is regarded as one of the most groundbreaking and influential commercials of the 2000s, and received more awards from the television and advertising industries than any commercial in history.

Its success was blighted, however, by persistent accusations of plagiarism by Peter Fischli and David Weiss, the creators of The Way Things Go ( 1987 ).