Car makers are looking for more and more entertaining ways of bringing their latest technologies to the attention of their potential buyers. Sometimes, however, the good old fashioned ways are still the best and TV commercials are right up there when it comes to interacting with your audience.
Yesterday, at Detroit, we learned which one was the best of the entire year, at least in the opinion of the guys from The One Club. They’re the ones that hold the prestigious One Show Awards. They chose Hyundai’s 2014 Super Bowl Commercial to be honored with the title of ‘commercial of the year’ in the TV category.
Created by INNOCEAN USA, the 30-second advertisement shows the grueling tasks a parent goes through every day, while looking out for his offspring. The action follows a young boy as he grows up and shows his Dad being there to save him over and over again, up until the point when he’s old enough to start driving.
From then on out the Hyundai Genesis takes over with its Sensory Surround Safety system. What this does is feature Automatic Emergency Braking that cameras and radar sensors to detect if a crash is imminent. In case the driver does not react, it will brake the car to a standstill if necessary. However, it only works at speeds between 5 and 50 mph (8 to 80 km/h). That’s exactly what we see at work in the commercial.
“We can all relate to those times when Dad was there to save the day. In this case, the Genesis, with automatic emergency braking, steps in when Dad can't be the hero,” said David Matathia, director of marketing communications, Hyundai Motor America.
The commercial also benefitted from a special soundtrack, the song “Count On Me” by Bruno Mars, which was addressed as well by the Hyundai official: “With a great soundtrack from Bruno Mars, it's a great product feature story told in a human way.”
The One Club has created the Automobile Advertising Awards to recognize creative excellence in five categories – Print & Outdoor, Broadcast TV, Online Videos, Interactive and Experiential Advertising – as well as the Public Choice Award. The awards are judged by a panel of top advertising creatives and automotive journalists, recognizing the best, most creative work from automotive brands, automotive products and services, marketers and agencies.
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