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Here are the automobile ads of the year

Wed, 15 Jan 2014

The One Club made its way back to the 2014 Detroit auto show, naming the top automotive ads across five different categories: online video, broadcast television commercials, interactive, experiential, and print/outdoor. The top ads were presented Tuesday. Let's take a look at those that came out on top.

Honda "Sound of Honda/Ayrton Senna 1989" – Dentsu/Tokyo (Online Video)

In the online-video category, Honda's “Sound of Honda/Ayrton Senna 1989” took home the gold. The Japanese automaker wanted to highlight Honda's car-navigation system dubbed “Internavi,” showcasing how it collects and analyzes real-time drive data to give drivers the most accurate information. Honda wanted to show its audience Internavi's innovative technology and history.

Honda "Hands" – Wieden+Kennedy/London (Television)

Honda was a two-time winner, also taking home the top spot with its “Hands” campaign. The campaign got over three million YouTube hits in just four days. Honda aimed to demonstrate the broad range of its products, including everything from lawn mowers to airplanes and traditional family minivans.

Hyundai "Driveway Decision Maker" – Innocean USA/Huntington Beach (Interactive)

The Interactive category was dominated by Hyundai's “Driveway Decision Maker” ad. Hyundai said the ad took inspiration from the success of the Elantra, which was named 2012 “North American Car of the Year.” Hyundai then came out with two new Elantra models: the Coupe and the GT. The aim of the “Driveway Decision Maker” was to give buyers the option to virtually try out which model fits them best.

Toyota "Tundra Endeavour Campaign" – Saatchi & Saatchi/Los Angeles (tie) (Experiential)

There was a draw in the Experiential category between Toyota's “Tundra Endeavour Campaign” and BMW's “A Window Into the Near Future.” Toyota said it took inspiration for its creative process from the company's 20-year strong relationship with the California Science Center. The two have been raising awareness of the space program and continuing science education through exhibits and events, and they saw an opportunity to turn it into a rather impressive ad. The ad documents the journey of towing the shuttle with Toyota's 5.7-liter V8 Tundra across the 405 Freeway.

BMW "A Window Into the Near Future" – kbs+/New York (tie) (Experiential)

BMW took a much different approach to the experiential ad experience, engaging the hustle-and-bustle culture of downtown Manhattan. The idea was to give people the illusion that they were driving these highly efficient BMW cars while bringing attention to BMW's i brand.

Fiat "Letters" – Leo Burnett Tailor Made/Sao Paulo (Print/Outdoor)

Leo Burnett

Fiat took home the first-place spot in the print/outdoor category with its “Letters” campaign. Fiat wanted to develop a campaign that would really resonate with its audience through “the process of observation.” Fiat created a series of print ads combining various elements said to cause traffic accidents when the driver's attention is elsewhere, such as traffic signs, pedestrians, poles and trees. Fiat then combined these elements with letters.

By Natalie Sejnost