Dodge’s ‘Wisdom’ ad for the 2015 Super Bowl has been named 2015’s Automotive Ad of the Year at the 10th Nielsen Global Automotive Advertising Awards, Automotive News reports.
The ‘Wisdom’ spot features centenarian elders doling out life advice like “Live for now,” and most importantly “Don’t bitch.” The emotion-inducing ad then pans to a shot of an elderly man doing a burnout in a Dodge Challenger, as the text “You Learn A Lot In 100 Years,” flashes across the screen followed by “Here’s To The Next 100.”
The spot, released to celebrate Dodge’s 100th anniversary, was never intended to be a TV commercial. It quickly became a hit online, racking up more than 5.7 million views within 24 hours, AN says, prompting Dodge’s marketing team to shortening it from 60-seconds to 80 it so it could air during the Super Bowl.
The Nielsen Global Automotive Advertising Awards are chosen based on the ‘Nielsen TV Brand Effect’. This is measured through a survey, which this year more than 5 million TV viewers participated in, giving their opinions on various automotive ads. Fiat Chrysler’s Chief Marketing Officer, Olivier Francois, said the fact that viewers chosen the award and not judges makes it even more important to them.
“Having an award which is based on effectiveness and chosen by real consumers is a meaningful honor,” Francois told AN.