Kia 'Hamsters' commercialEnlarge Photo
A couple of weeks ago, Nielsen ripped open a few envelopes and announced the nominees for its 2010 Automotive Ad awards. Unfortunately, last year's economic storm clouds forced most automakers to be very conservative with their marketing, so the pool of ads Nielsen had to draw from was somewhat less than stellar.
Nevertheless, Nielsen pulled together nine nominees in total -- three each for "Best Sales Event Ad", "Best Green Ad", and "Automotive Ad of the Year". None were real stand-outs, some were straight-up snoozes, and how Nielsen managed to keep Volkswagen's "Das Auto" campaign off the list remains a total mystery. (Even bad VW ads are better than some of the clips on Nielsen's list.) But the show must go on, right?
This morning, at the 2010 New York Auto Show, Nielsen cracked open a few more envelopes and announced the winners. Half-hearted drum roll, please:
Best Sales Event Ad
Toyota: Toyotathon "Musical Chairs"
It's sad when a sales ad outshines commercials for a new model launch, but of all Nielsen's nominees, this may have been our favorite. That's largely thanks to the Ferris Bueller/Matthew Broderick/Erin Grey moment at the end. You know the one we mean.
Best Green Ad
Ford: Drive One "Christopher Leaves"
Zzzzz. Huh? How long were we out?
2010 Automotive Ad of the Year
Kia Soul: Hamsters
Yes, the concept is clever, but we haven't forgiven Kia for the epically terrible, completely incomprehensible Facebook game that went along with this campaign. A year later, and we still wake up screaming.