Dodge’s “Wisdom” Ad Wins Top Honors at Nielsen’s Automotive Advertising Awards; Mercedes-Benz, Nissan, Subaru and Toyota Among Winners
New York, NY – March 23, 2016 – Nielsen today announced the winners of its 10th Annual Automotive Advertising Awards celebrating the most effective automotive ads that aired during 2015. Dodge’s “Wisdom” spot was crowned Automotive Ad of the Year. The ad features an emotional montage of interviews with centenarians describing what they have learned in life juxtaposed with images of a Dodge Challenger and the tag line “You learn a lot in 100 years.” The ad was created in celebration of the brand’s 100th anniversary.
In addition to the overall Automotive Ad of the Year, Nielsen awarded campaign category winners – all celebrating excellence in effective creative across the automotive industry. Winners were announced during the Opening Press Breakfast of the 2016 New York International Auto Show:
- Automotive Ad of the Year: Dodge for its “Wisdom” ad
- Sales Event of the Year: Toyota for its Annual Clearance Event “Piggy Bank”
- Spanish TV Advertiser of the Year: Nissan
- Luxury Campaign of the Year: Mercedes-Benz Motors for its “Fable” ad
- Excellence in Digital Advertising: Subaru Motors for its “In the Dog House” ad
“Great advertising is all about a developing an engaging storyline and executing that in a way that connects and resonates emotionally with the consumer in a creative, memorable, and distinctive way,” said Mark Sneathen, Managing Director, Nielsen Automotive. “Understanding how ad campaigns are resonating with the consumer directly is imperative to reaching them, regardless of the platform that the ad is delivered on.”
“Receiving this award is one most meaningful honors we can get as it reinforces that the risks Dodge took to deliver the unexpected were successful– in this case featuring centenarians in a video for cars that appeal to a much younger audience. It’s all about telling a compelling, engaging and effective story, in a way that is true to the Dodge brand attitude, and connecting with consumers on an emotional level,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “We’re honored to receive this award because Nielsen is a trusted source in measuring ad effectiveness directly from the consumer’s perspective.”
These awards are unique since the panelists respond based on what they watched in a natural environment (as opposed to a clinical research environment), the results reflect real-life reaction to and memory of television commercials. Nielsen issues surveys for all national commercials within its covered dayparts and networks.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.