The non-profit group, The One Club named the global winners January 13, 2015 during a special even during the press days of the North American International Auto Show in Detroit. There were submissions from 16 countries, but only two winning USA advertisers and ad agencies: Audi of America and its shop Venables Bell & Partners in San Francisco, along with Hyundai Motor America and Innocean USA in Huntington Beach, Calif.
Audi and Hyundai won the Broadcast TV category in a 3-way tie with Toyota Australia.
Audi’s winning TV spot for the all-new Q3, dubbed “The Scripted Life,” encourages people to “break from the script” of mundane, everyday life.
The commercial wasn’t widely watched on YouTube, generating a mere 20,000 views from the time it was posted in late August to mid-January. In my book, it’s just an okay commercial.
Hyundai’s award winner was from the 2014 Super Bowl commercial. The spot for the Genesis touts the car’s sensory surround safety. Dubbed “Dad’s Sixth Sense,” the spot shows how the automatic emergency braking works to help a teen son at the wheel with his father riding shotgun avoiding a crash with another car as he checks out a young lady on the sidewalk.
My absolute favorite of the winning broadcast trio is Toyota Australia’s “Unbreakable Drivers,” for the Toyota Hilux pickup from Saatchi & Saatchi in Sydney. The humor is pure Aussie fun and can’t help but make you smile.
The spot, featuring narration by Down Under actor Russel Crowe, attracted a respectable nearly 590,000 views in just over 3 months.
Volvo Trucks won the Online Video category. Ad agency Forsman & Bodenfors in Gothenburg, Sweden, created this dramatic “Epic Split” video to demonstrate the precision and directional stability of Volvo Dynamic Steering. Actor Jean-Claude Van Damme is absolutely amazing doing a split as the two Volvo Trucks back up
Even more amazing: Forsman & Bodenfors and director Andreas Nilsson shot the 1:16 video in one take (in Spain on a closed landing field at sunrise). The haunting music is Enya’s “Only Time.”
But the real eye popper is that this video attracted more than 77 million views on YouTube since it was posted just two months ago!
Honda took home the Interactive award with a 2:55 video from Wieden + Kennedy, London, for the Civic Type R.
Dubbed “The Other Side,” W+K produced two parallel tales of the same man, a caring dad by day picking up his daughters in his white Civic and by night an undercover cop delivering a crew of art thieves to a police sting driving a red, sportier Type R.
The viewer is in control, merely having to press the “R” key to toggle between actor Jean-Phillipe Ricci’s two lives.
The original video on YouTube hit 4 million views in less than 3 months and was boosted by the web site www.hondatheotherside.com along with social media. Daniel Wolfe directed, with Bobby Krlic of The Haxan Cloak handling the music.
Volkswagen was awarded top honors in Experiential Advertising for an in-theater, car safety push from Ogilvy One Beijing in China. Movie goers may have thought they were watching a pre-film car commercial of someone driving along a road, but got a shock when their mobile phones sounded
VW says the effort to curb mobile use while driving attracted a lot of media coverage, was the top auto viral video and generated more than 26 million views in a month.
It’s not the first time VW has used a jarring shock to get the safety message out. Back in 2006, VW of America ran a commercial that showed a Jetta with two young couples coming home from a double date at the movies getting suddenly rammed by another driver. No one was hurt, but the spot from Crispin Porter + Bogusky in Miami was both praised and panned.
Jeep won the Print/Outdoor award for work by Leo Burnett France in Paris. The “Upside Down” poster campaign. In a unique move, the ads do NOT show a Jeep. Instead, each poster shows a different animal. But when the image is flipped 180 degrees there is a different animal. “See whatever you want to see” is the ad tag.
Kudos to all the the winners of the 2nd Annual One Show Automobile Advertising of the Year Awards!
MAKING TRACKS: Satish Korde moves up to Chief Operating Officer at WPP Group’s Global Team Ford in Dearborn, Michigan from CEO of sibling Team Detroit, a post he’s held since the summer of 2011.
Korde succeeds Mark LaNeve, 55, who will move Feb. 1 to his client, Ford Motor Co., as head of U.S. sales, marketing and service.