Throwback Thursday: Borg & Beck.

Here at Cogent, we get up to all sorts. We’ve been about since 1930, that’s 90 years, and over the decades we’ve done a lot, seen a lot and learnt a lot. We’ve worked with clients from just up the road, to the other side of the world. We’ve created memories, stories and moments. We’ve worked towards change, created movements and rallied pride.

Yet, in today’s fast-moving industry, it’s so easy to get caught up in the here and now, or obsessed with predictions for the future. So, it’s times like these we like to sit back, and throw it back.

Welcome to Cogent’s #ThrowbackThursday, where we reflect on some of the great advertising we’ve done over the eras.


Picture the scene. It’s the swinging 60s, space-age fashion is all the rage, the notorious Kray Twins roam London’s East End and The Flintstones makes its television debut.

While all this is taking place, Cogent sets about creating a press campaign to demonstrate the outstanding difference in an iconic British car; the Borg & Beck clutch. 

A captivating copy ad that succeeds in making a clutch not only interesting, but glamorous too.

Ad copy:

With a top speed of 161mph, the Aston Martin DBS V8 is currently one of the fastest production cars in the world. 

Not surprisingly, with all this power and preference, its clutch is something rather special. 

What might interested you though, is that the same make of clutch is fitted as standard in 9 out of 10 British cars.

And that replacements clutches of the same make are available through virtually every garage in the country.

So next time you fit a new clutch to your car, there’s no earthly reason why you shouldn’t do what Aston Martin does.

Put in a Borg & Beck.