Tag Archives: VW

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

Out of the Box Thinking from VW and Volvo?

At a time when we’re bombarded with ad messages everywhere we look, automakers like to keep trying different ways to catch people’s attention. Always a good idea to push the envelope, but here’s two different examples: one a great idea, the other not so much.
Volvo Cars has been beating the drums online in an interesting way for a few months its second-generation S60 at volvocars.com and Facebook. Volvo positions the 2011 sedan as “naughty” in a global blitz from Arnold Worldwide and Euro RSCG 4D.
The initial version only showed the sedan performing at two “levels” of naughtiness and asked viewers in a crowd-sourcing program to submit ideas how to create a Level Four experience.
That’s now on the site: http://www.volvocars.com/us
Check out the cool video for “Precision Acceleration” at Level Four. WOW- how cool is that?
The Volvo gang in the U.S. are in the midst of a Naughty Tour, where folks can be the first to drive the S60 and put it through its paces.
Kudos to Volvo UK’s cheeky take on the naughty theme :

I’m pretty sure the French aren’t amused, but then again it’s cool to be naughty.

Take a bow, Volvo for this integrated international effort.

And then there’s this marketing stunt from Volkswagen and DDB in Barcelona.

If you were “lucky” enough to have passed through Terminal One of the Barcelona Airport Spain recently, you got to see the giant terrarium with the new Volkswagen Touareg under glass. Not to worry if you were stateside. You can see the making of this wonder here:

First snakes on planes and now snakes in airports as a way to sell cars? Huh?

The strategy is to get Spaniards and visitors to think about the Touareg as THE for your dangerous, back- road adventures.

But most people HATE snakes or are dreadfully scared of them, so why would a marketer want to align their product with snakes? It’s just creepy.

Thumbs down to that one and better luck next time to DDB and VW in Spain when it tries again to push the envelope.

MAKING TRACKS: Steve Sturm, who retired from Toyota’s corporate offices in Manhattan about 6 months ago after a long career at the automaker that included the head of Lexus and Toyota marketing on the West Coast, is on his way back to California for a new gig. Stay tuned!