adweek reporting:
Many people groaned last winter when it became clear that Super Bowl
XLV would be packed bumper to bumper with automotive ads. It's not a
category that's exactly wowed with its creativity in recent years. It
was a pleasant surprise, then, when many of the car spots proved not
only tolerable but wonderful. Now, with the year almost passed, it's
become clear that two of those ads in particular—Chrysler's "Born of
Fire" by Wieden + Kennedy and Volkswagen's "The Force" by
Deutsch—weren't just among that evening's best spots. They turned out to
be among the year's best.
Those two ads are joined by a third car commercial, Nissan Leaf's "Gas
Powered Everything" by TBWA\Chiat\Day, in Adweek's ranking of The 10
Best Commercials of 2011, presented here. Those auto spots were all
expertly conceived and executed, with great atmospherics, details, and
flourishes. And interestingly, they're all so different—an environmental
appeal in a bleak alternate universe; a rugged defense of Motor City's
heritage and pride, featuring a powerful celebrity cameo; and a kid in a
Darth Vader mask just trying to exert a little mind control around the
house. Together, they represent the best automotive advertising has to
offer.
Elsewhere, the list celebrates work across a wide variety of products,
themes, styles, and geographies. You've got candy bars and zombies, cats
with thumbs, and film-directing bears. You've also got two spots
focused on the environment, and two explicitly about the humanizing
power of technology—fundamental concerns in an age when our lives, and
the world, can feel like they're spinning out of control.
http://www.adweek.com/news/advertising-branding/10-best-commercials-2011-136663
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