Tag Archives: Fiat

The Best Global Auto Ads

Drum roll, please.

The One Club today revealed the best international auto advertising  during the press days of the North American International Auto Show in Detroit.

The non-profit group, dedicated to recognizing advertising creativity, honored winners of the Automotive Advertising of the Year Awards.

BEST PRINT-OUTDOOR

Fiat and its Brazilian shop Leo Burnett Tailor in Sao Paulo topped the print-outdoor category. Their winning campaign, dubbed “Letters,” carried the safety message, warning of the dangers of texting while driving. The stark ads showed letters of the alphabet and used the negative space around the letters for people or things a driver might not see while texting and driving.

FiatOneShowWinnerThe One Club received 550 entries for all categories, which were rated in two rounds on a scale of 1-to-10 by a panel of 50 creative directors and journalists, including myself. Judges were to consider the originality of the ads, whether the work moves the brand forward and whether it creates high brand recall. The One Club said near the end of the second and final round of judging that the scores of the 56 semi-finalists were “very close.”

BEST ONLINE VIDEO

Honda Motor Co. Ltd. in Japan bested the online video category with its 1:29 short film from Dentsu in Tokyo called “Sound of Honda/Ayrton Senna 1989.” The video honors Senna, the late, legendary F1 race car driver and his fastest lap in 1989, when he set the world record qualifying for the Japanese Grand Prix on the Suzuka circuit. Thanks to Honda in-vehicle technology, first introduced in the ’80s and used in Senna’s famous lap, the automaker was able to recreate that famous lap using engine sounds and LED lights at the Suzuki Circuit.

It may seem a big geeky, but it’s very cool.

Honda said it got more than 2 million views from Brazil, the US, Japan and the rest of world in just 2 months. Senna, a Brazilian, died 19 years ago after a crash during the San Marino Grand Prix. He drove a Honda-powered car for the Marlboro McLaren team in all 3 of his World Champion titles.

Last month, this video won the Grand Prize for the Entertainment Division of the 17th Japan Media Arts Festival.

BEST EXPERIENTIAL

BMW North America tied with Toyota Motor Sales USA’s Toyota Division in this category.

BMW wanted to build awareness for its upcoming, futuristic new i electric sub brand. BMWoneshowWinner2

Working with its agency, kbs+ in Manhattan, BMW created a digital storefront “Window Into the Near Future” at street level in New York City. As cars passed in the window’s reflection, they were turned into BMW’s i3 and plug-in hybrid BMW i8 concept vehicles.

Toyota wanted to show bust the misperception that its Tundra pickup wasn’t as tough as its rivals from Detroit. Toyota and its ad agency, Saatchi & Saatchi in Los Angeles, partnered in a unique opportunity – using the Tundra to tow the 300,000-pound Space Shuttle Endeavour to its new home at the California Science Center in Los Angeles.

Toyota got the word out with online videos and TV ads, which generated tons of news media coverage and social media buzz. Thousands of people lined the streets of Los Angeles to watch the pickup tow the shuttle a quarter-mile to the Science Center.

The Tundra Endeavour Campaign generated 131 million Twitter impressions, a billion unpaid media impressions and Tundra sales jumped by 31%. A Twitter drive raised more than $400,000 for the Science Center.

BEST INTERACTIVE

Hyundai Motor America found a way to spread the word about 2 new Elantra models, the Coupe and the GT. Hyundai’s ad agency, Innocean USA in Huntington Beach, California, created the “Driveway Decision Maker.”

Consumers could choose an Elantra to take on a virtual test drive through a colorful digital world and land in their own driveway. Using  Google Street View, people could also see the Elantra in front of any location in the world, including the Eiffel Tower in Paris.

Hyundai said the effort helped lift Elantra to the brand’s best-selling model.

BEST TELEVISION

Honda and Wieden+Kennedy in London hit another one out of the park in Europe with a clever corporate ad that showed off the company’s innovation and products.

The “Hands” film, aimed at the UK,  is simply a delight to watch and was one I highly praised here in AutoAdOpolis last September.

The film went viral and has already tallied more than 10-million views on You Tube.

People’s Choice

Nearly 20,000 visitors to The One Club’s site tapped Honda Motor Europe’s “Illusions” TV spot as Public Choice winner. Created by McGarryBowen in London, the ad for the launch of Honda’s CR-V 1.6 Diesel showed a montage of optical illusions to position the SUV as a big car experience with smaller car costs.

Bravo to all the winners!

Last year was the first year The One Club honored top car advertising during the press days of the North American International Auto Show in Detroit. In 2012, the group presented awards to the top 10 ads from the prior 25 years.
MAKING TRACKS: Congrats to Paul Edwards,  promoted at General Motors to VP of Chevrolet marketing in the US. Edwards, 44, had been executive director of GM’s global marketing since 2010. He joined GM in 1992 and succeeds Chris Perry, who resigned.
MAKING TRACKS II: Mike Jackson, has been named to the new role of president of Phelps, an independent, integrated marketing firm in Los Angeles. Among the stints during Jackson’s 30-year career in the ad business, was VP-marketing and advertising for GM in North America.
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2012 Car Ad Review

As the curtain opens this week on 2013, it’s time for AutoAdOpolis’ annual year in review. Which carmakers and ad agencies executed outstanding efforts, which had some decent doubles and triples and which were just plain so-so?

Let’s start with the good news.

Chrysler Group scored big with its launch work for the return of the new, modern Dodge Dart. Ad agency Wieden + Kennedy in Portland, really hit it over the fence with this commercial that also debuted the tag line “New Rules”

Not only is this spot clever and witty, the art direction really catches your eye. Plus, this ad actually gives viewers a real sense of the brand.

Chrysler also gets high marks for the commercial for Fiat USA, dubbed “Immigrants” from The Richards Group. The :60 spot, which broke in the summer, hilariously depicts the next-gen 500 arriving to our shores- the hard way.

Like the Dodge spot, this is fun to watch and should put a smile on your face. It’s a perfect way to convey the car’s Italian heritage, which wasn’t the case in 2011 when Chrysler partnered with Jennifer Lopez for Fiat ads- a total disconnect that looked more like a music video for her new song than a spot for the car.

Both the Dart and 500 spots spotlight music from popular artists, a tactic preferred by Chrysler Group CMO Olivier Francois to grab viewers’ attention. The song in the Dodge ad is “No Church in the Wild” by J-Z and Kanye. The Fiat commercial pushed the new “Sexy People” single from Pitbull featuring Arianna. In neither case do the songs overpower the commercials.

Speaking of smiling, how about Volkswagen of America’s brand blitz that bowed with the :30 spot called “Smiles,” showing people of all ages laughing. There are no cars in this brilliant commercial from Deutsch in Los Angeles. It really captures the essence of the brand with the line “it’s not the miles, you how you live them.” The spot directs viewers to the whyvw.com sites, where they can post stories about their VWs or learn more about the cars from other owners and from VW.

Quite a brave move for a car marketer to not show a car in an ad, so kudos to VW’s CMO and chief product officer Tim Mahoney and his right-hand man Kevin Mayer, VP-marketing.

One of the most memorable spots that didn’t show a car was Jeep’s award-winning 1994 commercial, dubbed “Snow Covered” from the now-defunct Bozell in Southfield, Michigan.

Audi of America, which has been one of the industry’s best and most consistent advertisers in terms of creative, hits it out of the park again early in 2012 with a spot called “Ahab” for its all-wheel-drive Quattro system. The commercial spoofs Herman Melville’s epic sea captain character in search of an elusive whale with a northern tow truck operator and his frustration with never “hooking” an Audi with Quattro stuck in the snow. A very smart and entertaining execution from Venables Bell & Partners in San Francisco.

While we’re on Audi, the brand’s Super Bowl “Vampire” commercial for its LED headlights did the best among all the top 10 spots in the 2012 Big Game, ranking 7th for Most Liked, according to Nielsen consumer research the best showing for any carmaker. The commercial was certainly over the top and tapped into the nation’s current craze for vampires.

Audi also ranked highly in my 2011 review. 

It was good to see American Honda Motor Co. raising the creative bar for both its brands in the Super Bowl. The Honda CR-V commercial starred Matthew Broderick spoofing his role in the flick “Ferris Bueller’s Day Off.”

The commercial was one of the best from RPA in Santa Monica for Honda in a long time and blew away the earlier launch work for the CR-V. The spot ranked 10th Most Liked among all Super Bowl ads by Nielsen research,.

The automaker’s first-ever Super Bowl commercial for Acura was also a hit. In the Big Game, a media outlet where advertisers need to go big or be invisible, Acura met the challenge with a funny spot for the NSX starring funny men and car nuts Jerry Seinfeld and Jay Leno. USA Today’s AdMeter, based on consumer voting for their favorite Super Bowl ad on Facebook in 2012, ranked Acura’s spot number 13 and Honda’s 16.

Unfortunately, Honda and Acura’s over-the-top Super Bowl commercials weren’t enough to keep their ad agencies, RPA and sibling rp&, both in Santa Monica, out of the hot seat. Both accounts recently went into review.

Toyota Motor USA’s Lexus brand also made some inroads into improving creative with the launch of the new 2013 ES and first ES Hybrid. One of the launch commercials, dubbed “Split World” grabbed your attention with special effects and a script that made sense. Bravo to Brian Smith, VP-marketing at Lexus and kudos to Team One

Sister brand Toyota still isn’t there yet. But Toyota’s “Real Owners. Real Stories” TV commercial for the Camry, with online video assets and accompanying web site is not only well done, but is getting tons of input. Toyota figured out how to tweak a year-old site for the Camry launch and took it up a few notches

When it comes to Ford Motor Co., its Ford brand has had some of the most consistent work in the category all year. The advertising from TeamDetroit in Dearborn is visually interesting, makes relevant points and is strategic without shoving people’s faces into it.

Take this launch commercial for the 2013 Fusion. Great way to bring to life the Big Idea of standing out from rivals, which disappear.

Let’s look at Hyundai Motor America. After a pretty decent run with some of the best ads in the industry, seems too many of Hyundai’s ads are getting a bit formulaic. The brand’s Super Bowl commercials, from Innocean Worldwide Americas in Huntington Beach, California, were nothing to write home about.

There are some signs of improvement with the September launch work for the 2013 Sante Fe, themed “Don’t Tell” mom or dad

Shows there are still signs of creative life at the ad agency and at Hyundai.

I’d like to recognize Cadillac as one of the most improved auto advertisers. After a less-than-stellar appearance in the 2012 Super Bowl, General Motors’ lux brand blew out of the gates with impressive summer launch work for the new ATS compact sedan. The work, from Fallon, Minneapolis, was themed “Cadillac ATS vs. The World,” showing how the car performs on some of the ing on and some of the planet’s wildest and most challenging roads. Cadillac smartly posted lots of behind-the-scenes videos on YouTube, as well as links on Facebook and elsewhere.

Keep it up! We’d like to see all of Cadillac’s sibling brands take it up a notch also. Although there were some break-out ads for Chevrolet last year, there simply haven’t been enough of them.

Note to GM and its ad chiefs: Please take some risks!

Looking forward to seeing more break-through work from all auto advertisers in this New Year.

MAKING TRACKS: Steve Rosenblum recently started as general manager of Publicis Kaplan Thaler in Manhattan, which handles the account for the Tri State Honda Dealers Association. Rosenblum had been consulting since leaving General Motors in late 2011 after 15 years in various ad and marketing positions.

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