See What the One Club Deemed the Best Car Ads of 2013

Honda Earns Double Nods, BMW and Toyota Are Experiential Innovators

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The One Club, the ad industry organization behind the yearly ad festival The One Show, last year announced a partnership with the North American International Auto Show in Detroit to select the best automotive advertising of the last year.

But it looks like the hometown automakers lost out to foreign competition as Honda took top honors in both broadcast and video.

The winners were selected by a jury of ad creatives and automotive journalists from campaigns that first ran anytime between September 2012 and November 2013.

Check out all the automotive honorees below.


Honda: "Hands"

Wieden & Kennedy, London, and directors Smith & Foulkes of Nexxus, who were behind 2007's much-celebrated "Hate" campaign, teamed up once again to deliver this simple yet delightful film that used some eye-popping sleight of hand to showcase the automaker's innovations over the last 65 years.

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Honda: The Sound of Senna

The Japanese automaker scored another hit with this dazzling, data-driven video. Working with Dentsu and digital creative shop Rhizomatics, the brand took data from late legendary F1 driver Ayrton Senna -- who won all three of his F1 championships driving a Honda-engine-powered cars.

In 1989, he set a world record after competing a lap at the Japanese F1 circuit in Suzuka. All the while, the engine's telemetry system was recording his driving data, which was used more than twenty years later to recreate his famous ride in this film.


Hyundai: Driveway Decision Maker

Last year, potential Hyundai customers had a problem. The automaker had just released two new editions of its Elantra, so buyers had to decide between the original model, the new Coupe and the new GT. So its agency Innocean USA came up with this clever solution, the Driveway Decision Maker. The fun online app leveraged Google Street View, projection mapping and real-time 3D animation to show shoppers which Elantray would like best parked in front of their homes.

Experiential (Tie)

BMW: "Window to the Near Future"

This category saw a tie between two excellent ideas. One effort, out of KBS+, showed the future of BMW's automobiles -- on today's streets -- with an innovative window that showed the future, in real time. The digital facade transformed everyday traffic into the brand's concept i3 cars, showing what the streets would potentially look like in just a couple years' time.

Toyota: "Tundra Endeavor Campaign"

Another campaign, created out of Saatchi & Saatchi, Los Angeles, showed what Toyota Tundra cars are capable of right now, via a much-publicized effort that saw one of the trucks pulling the retired Space Shuttle Endeavor twelve miles along L.A. streets to its new home at the California Science Center.


Fiat: "Letters"

Leo Burnett Tailor Made/Sao Paulo made drivers think twice about texting and driving with this seires of typographical optical illusions. What at first seem like interesting white on black letters turn out to be a cautious statement about what drivers are looking at when they're on the road. Upon closer inspection, you'll see that helping to form the letters are the silhouettes of potential road obstacles--or victims--such as a child with a balloon or a dog.

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