For the second year in a row, Kiaโs hip hamsters helped the automaker roll home with The Nielsen Companyโs 5th Annual Nielsen Automotive Ad of the Year award.
The winning TV ad, โThis or That,โ features the hamsters cruising around in a Kia Soul playing a popular 90โs hip hop track, โThe Choice is Yours.โ The spot cleverly compares Soul’s unique comforts to other boxy rides – represented by toasters, washing machines and cardboard boxes โ while the hamsters rap along to the song’s lyrics, “You can get with this, or you can get with that.”
Last year, Kia took home the top award when with the debut of their music-loving hamsters in the commercial โA New Way to Roll.โ
โDespite another challenging economic year for the auto industry, it is great to see the industry has not lost its focus on producing engaging and highly effective advertising,โ said Lois Miller, President of Nielsenโs global automotive unit.
The Nielsen Automotive Advertising Awards, which were presented at the 2011 New York International Auto Show, is the only awards program measuring effectiveness of automobile TV ads.
Other big winners included:
- Best Green Ad: Ford Fiesta
- Best Sales Event Ad: Ford โSwap Your Rideโ
- Luxury Campaign of the Year: Mercedes-Benz SLS โTriumphantโ
- Spanish TV Advertiser of the Year: Toyota
The awards are based on response data from 2.5 million viewers of national television advertising collected by Nielsen. Nielsen measures the effectiveness of every ad and product placement on 24 measured networks. All national auto ads that began airing in 2010 were eligible for the award.
