Peugeot's "sculptor" advertisement has won the Gold award for best international TV campaign from Automotive News Europe. Michael McAleer reports.
In its inaugural annual advertising awards judges viewed nearly 150 ads from dozens of ad agencies across Europe. Judging was based on creativity, originality and how the ad fitted into the client's business goals, such as enhancing brand image, awareness and increasing sales.
The ad, produced by Euro RSCG Worldwide in Milan, features the owner of an Ambassador in Madras roughly shaping the body with a hammer to resemble a Peugeot 206. The judges praised the "counter-intuitive" nature of the campaign for showing a hammered-out car body instead of the smooth, shiny lines that feature in most car ads.
Saab won the silver award for its "first sketch" campaign for the 9-3, while bronze award went to Nissan for its X-Trail ad featuring a city marathon.