Tag Archives: Saatchi

World’s Best Car Ads

It’s official!

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.

JeepAdElephantPosterJeepAdSwanPoster

 

 

 

 

 

 

 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.

SatishKordeBefore his 2011 appointment, the low-profile Korde had been global client director for Team Detroit’s parent company, WPP.

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.

MarkLaNeve

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Auto Brands Tease the Big Game

It’s more than a week before the Super Bowl and the carmakers advertising in the Super Bowl are rolling out their teasers and actual commercials. Smartly, the brands are upping their exposure  in social media.

Volkswagen of America just released this 1:30 gem teaser it calls “Get Happy,” starring Jamaican regaee legend Jimmy Cliff

 

Love the crying “cat lady” and the whole spot just makes you smile. VW is very smart to push its own web site, vw.com, where it is offering downloads of this exclusive track and directing viewers to #GetHappy. Kudos to Deutsch Los Angeles.

Of course the teaser isn’t necessarily what VW will air in the game on Sunday, Feb. 3. VW fooled us all last year with a whacky teaser of dogs barking the “Star Wars” theme, then in the game ran a Beetle spot of a dog getting in shape so it could chase the car. I do know VW will air a brand spot in the Big Game.

Here it is

I think I prefer the teaser.

“You can be a little bit crazier with the teasers,” CMO and chief product officer Tim Mahoney, told me. And since he’s arrived at VW in spring 2011 he said he and his team has learned that “you can stretch the conversation” about your brand when you release your Super Bowl teaser earlier rather than later. In 2011, VW got several million views for “The Force” Super Bowl spot on YouTube less than a week before the Big Game.

The VW brand has advertised in the Super Bowl since 2010, when it returned after a 9-year hiatus.

Mercedes-Benz is getting a lot of attention for its pre-Super Bowl video for the all-new CLA starring Kate Upton. Uploaded on YouTube on Jan. 21,  the 1:30  attracted an impressive 3 million views by the middle of the day Jan. 24. The commercial, from Merkley + Partners in New York City, is a spoof of a scene from the 1967 prison drama “Cool Hand Luke,” in which a sexy young thing teases the chain-gang guys with a suggestive car wash. Here’s Mercedes’ take

This seems unusual for Mercedes-Benz, but hey, sex sells, right. R&B star Usher will also be in the final ad airing in the fourth quarter.

Mercedes also went big for an earlier teaser too, buying the rights to the Rolling Stones’ “Sympathy for the Devil,” in this video posted just a few days ago on Jan. 19

Meantime, two car brands- Audi and Lincoln- are letting consumers get involved in decisions for their Big Game commercials.

Starting Jan. 25 at midnight for 24 hours, Audi will have people pick one of 3 endings for a :60 Super Bowl commercial. The story line for the 2013 Audi S6 spot is a teen boy at his prom. Somehow that doesn’t sounds very prom-ising.

This still photo from the spot is about all that’s out there now from Audi

AudiTeaser13SuperBowlDoesn’t give us  much to go on, eh? Should make for a wild and crazy week for Audi’s ad agency, Venables Bell & Partners in San Francisco as they edit the most popular ending into the commercial.

Here’s Audi’s final cut 

Ford Motor Co.’s lux Lincoln brand asked Tweeters in December to help it write the Big Game spot for the new MKZ sedan. Lincoln teamed with Jimmy Fallon in videos, in social media, on Twitter at www.Twitter.com/LincolnMotorCo and and via the site steerthescript.com.

On Saturday, Jan. 19 Lincoln released a 1:15 video of sneak peeks of the spot

Hmmm- tortoises, a motorcycle gang, llamas and a UFO? That’s certainly an interesting combo, eh? But only a disappointing 1,506 views on YouTube by this afternoon, Jan. 24.

Lest we forget, Lincoln said back in early December it had signed a deal with with NFL rushing leader and three-time Super Bowl champ Emmitt Smith as a “brand ambassador” for the MKZ launch. So I fully expect to see him in the final cut on Game Day. HudsonRouge in Manhattan is Lincoln’s ad agency.

Lincoln is NOT really a Super Bowl freshman. Lincoln was an advertiser in the Big Game in the mid-90s. And it had an ad buy for the 2005 Super Bowl for the Mark LT pickup truck. But Lincoln pulled out in the eleventh hour after advocacy groups complained it made light of the Catholic Church’s sex scandals. The spot showed a clergyman tempted by the keys to the 2006 pickup left on the collection plate. Instead, Ford used the ad slot during the game for an existing Mustang convertible spot.

The Toyota brand said weeks ago TV actress Kaley Cuoco would star in its Super Bowl spot. Here she is this :36 teaser, dubbed “I Wish,” arrived Jan. 23 on YouTube with the “Big Bang Theory” star and the RAV4

I don’t think this is going to get much attention for Toyota unless the actual :60 commercial airing in the first quarter from Saatchi & Saatchi in Los Angeles really dials things up. The look of this is too similar to the one the ad agency did for the recent launch of the new Toyota Avalon

You just get the idea they wanted to use this cool camera technique. Toyota also turned to social media to woo people for a chance to be in the commercial on game day. And Toyota is a sponsor of the post-game show.

Toyota finally released the in-game commercial

Hyundai still hasn’t officially released its ads or teasers, although I and other members of the media have seen the rough cuts . (You can check out my earlier blog about Hyundai’s Super Bowl ad plans here

https://autoadopolis.wordpress.com/2013/01/23/hyundais-super-bowl-ads-better-than-2012/

This is my favorite among Hyundai’s two in-game spots, called “Stuck” for the Sonata Turbo

https://www.youtube.com/watch?v=SohqIBOb03k

Here’s the other in-game spot, just released today, called “Team”

Chrysler Group is again keeping a lid on specifics about its ad plans for Super Bowl. But you can pretty much count on something over the top.

Kia, readying its fourth year as a Super Bowl advertiser, seems late to the teaser party. But word is out it bought a :30 slot in the third quarter for the Forte and a minute-long slot in the fourth for the Sorento. DavidandGoliath, Los Angeles, handles. Here’s the teaser, which was released AFTER I originally posted

Car brands that aren’t returning this year are Chevrolet, Honda and Acura.

It’s a shame they’ll miss the big hoopla.

MAKING TRACKS: Ian Marlowe quietly shifted gears on auto accounts last year from group account director on Audi at Venables Bell & Partners in San Francisco to global brand director at TBW on Infiniti in all  markets. Did former Audi of America Prez Johan de Nysschen, now president of Infiniti globally, cherry pick Marlowe?

Follow me, Jean Halliday, on Forbes.com, LinkedIn, Facebook

On Twitter @jhal2001

2010’s Story of The Year

There was an avalanche of news in auto advertising this year.
The activity of ad agency changes was positively frenetic with Chevrolet, Mazda, Chrysler, Jeep and Mitsubishi all switching ad agencies, with two moves for Cadillac, plus GSD&M resigned BMW. The activity seemed to be just as brisk at the companies, which hired or installed new chief marketers.
Ad budgets started to rise as consumers slowly returned to showrooms and GM and Chrysler celebrated their first year out of Chapter 11 bankruptcy.
But AutoAdOpolis’ story of the year is Toyota’s incredible fall from grace.
Yes, Toyota, the car company with the bullet-proof teflon coat that seemed to be on an eternal upward trajectory to reach its goal of being the world’s biggest automaker. No one really saw it coming, Toyota included, apparently.
That ancient law of gravity – what comes up must come down – also applies to businesses and business cycles.
And Toyota went BOOM in a big way.
Toyota started 2010 with the worst crisis of its 50 years in this country- a massive recall tied to highly-publicized deaths.
If that wasn’t bad enough, there was the very public, image-damaging Congressional hearings, first with testimony from USA President-CEO Jim Lentz and then global chief Akio Toyoda.
In YouTube videos Toyota posted in early February, Lentz told us the sticky accelerators were “a rare situation.” He apologized profusely and told us Toyota wanted to regain customers’ trust.
Toyota tried two different trust-rebuilding TV commercials in the first quarter. First one called “Commitment”

Within a few weeks, that spot was scrubbed and replaced with one dubbed “Restore.”


Still Toyota braved on when, shortly after those mea culpa commercials, it launched the new Sienna. The campaign from Saatchi & Saatchi Los Angeles was light-hearted starring young parents who called the minivan their “swagger wagon.” (By year’s end there was a recall on the new Sienna) But the launch campaign ignored the entire recall mess, as did the eye-catching, retro blitz for the new Avalon.
Just when it looked like Toyota was out of the woods there was another recall.
BAM. And they just kept coming. BAM. BAM. BAM.
It was a tough scenario to witness.
Toyota didn’t just stumble. It fell flat on its face.
In the midst of the waves of recalls came lots of third-party research that cast a darker shadow on the brand and offered proof of the brand’s fall from grace.    KBB.com reported in May that Toyota had lost its top spot in the Automotive Brand Indicator to Ford for the first quarter of 2010. In May, J.D. Power + Associates told us the Toyota brand had fallen in its annual Initial Quality Study (based on owner responses) from seventh place in ’09 to number 21, and for the first time since 1998 the brand had falled to below the industry average.
To move the metal Toyota had its vehicles on sale virtually all year. Edmunds.com said Toyota’s incentives for the year jumped by 33%, while the industry average fell by 7% and that it took the brand 51 days to sell a Toyota in the fourth quarter vs. just 25 days in the last three months of 2009.
Toyota is now advertising its “Ideas for Good” feel-good, brand-building campaign to show it’s a good egg after all. The ads on tv, in print and online started in November from Saatchi & Saatchi Los Angeles focusing on how Toyota’s cool technology can be applied to other industries- all for the good, natch.

Toyota is urging people to submit their own ideas by the end of February and each winner in several non-auto categories will get…a new Toyota. More details here at http://www.toyota.com/ideasforgood
But some of the comments on Toyota’s YouTube channel about the Ideas For Good blitz aren’t very favorable. One says “I would use Toyota Technology to speed up the damn Toyota Technology ads so I wouldn’t have to watch them.” Another packs more venom: “I really hate all ya’lls stupid-as-hell ads. You’re only trying to make yourselves look good after the screw up you had with the hybrids randomly accelerating and killing people….”
OUCH!
Over the holidays Toyota tried to get people excited about the models it will unveil at the North American International Auto Show in Detroit on Jan. 10. The company posted what its misleadingly calling “a Pruis Family Sneak Preview” video on its YouTube channel, featuring Skateboarder Bob Burnquist.

Not much there there.
Repairing brand image ain’t easy and it doesn’t happen overnight. Just ask GM, Ford, Chrysler, and yes- even Hyundai, which have all had turns in that barrel, as most automotive brands have at some time in their history.
Restoring consumer trust is no easy task. It can’t really be done with advertising alone. It will take time. Toyota and its dealers will have to prove themselves every day to many now-skeptical Americans.

Find me on Twitter: @jhal2001

Happy New Year !