So what are THE MOST EFFECTIVE national car commercials? Nielsen’s Automotive group announced the winners in Manhattan recently during the press days of the New York auto show. It was the sixth straight year Nielsen has honored the most remembered messages, most liked along with brand and model recall.
You might be surprised by some of the winners in the bunch for calendar 2011. If you are, please post a comment.
Let’s take a look
Lexus took home the prize in the Best Sales Event category- for its “December To Remember” year-end clearance. Lexus has used this sales theme for years, along with the giant red ribbon. Team One in El Segundo, California, is Lexus’ longtime ad agency
In the Luxury category, Nielsen tapped Acura for the Best Campaign of the year. The so-called “Aggression” campaign launched the 20112 TL. rp& in Santa Monica is Acura’s ad agency. Here’s one spot from rp& in Santa Monica starring Calvin Johnson of the Detroit Lions
Another other spot in the TL blitz featured Ashleigh McIvor, a 2010 Olympic Gold medal skier
Haven’t been a big fan of Acura advertising for some time. And although I’m not enthralled with the above award-winning TL work, I did really like Acura’s Super Bowl over-the-top commercial this year with Seinfeld and Leno. This more recent spot, for the launch of the new 2013 RDX is one of my current auto favs and shows how Acura and rd& are improving the work
Toyota won Nielsen’s most effective Hispanic TV advertiser for a Corolla spot from Conill called “Memories.” You should be able to see it here
The other winner was the Ford brand for the Green Award. (Sorry, but I was unable to secure this spot). The Ford work, featuring an actual owner named Ivan, was created by TeamDetroit in Dearborn, Michigan.
The car TV commercial with the highest Nielsen scores, and thus catapulting it to win Best of Show is… Chevrolet, for “The Salute” commercial
Nielsen Global Automotive’s Exec VP Ian Beavis, described this spot as “very emotional” and one that “clearly broke through” the clutter.
Chevy’s winning Equinox spot was from filmmaker Ben Alagna, not the brand’s 2011 agency of record Goodby, Silverstein & Partners. Alagna entered a short video contest sponsored by Chevrolet and Mofilm and took third place. The spot also did well at the New York Tribeca Film Festival last year.
While we’re on Chevy, let’s take a look at some new work for the Malibu Eco from Goodby
Anyone else out there who finds this spot too long and too silly?
I prefer this one for the Malibu Eco
Have you seen this commercial for Toyota from Australia themed “Tougher than you can imagine” for the Hilux pickup?
Now that’s a bit of fun, eh mate? Anyone want to predict how effective it will be?
MAKING TRACKS: Jack Valente, who was the client leader at Mindshare on the Ford account, moved to InStadium as Sen VP-national business development.
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