The One Show is proud to announce the return of the Automobile Advertising of the Year Awards at the 2016 North American International Auto Show in Detroit.

Who will come out on top? Send us your best work in the following categories: Print and Outdoor, Broadcast Television, Online Video, Interactive, Experiential, CSR and Dealer ads.


2016 Finalists

A01. - Print & Outdoor

WINNER - The Test Drive Billboard
Client: Land Rover
Agency: Y&R Singapore


Real Tree
Client: Chevrolet
Agency: Commonwealth//McCann

Paint That Heals
Client: Nissan
Agency: Nissan United

A02. - Broadcast Television

WINNER - Paper
Client: American Honda Motor Co.
Agency: RPA

WINNER - The Test
Client: Acura
Agency: Mullen Lowe U.S.

Dream Run
Client: Honda Australia
Agency: Leo Burnett Melbourne

Client: Chevrolet
Agency: Commonwealth//McCann

One Second
Client: Dunlop
Agency: Leo Burnett Germany

Client: Toyota Motor Corp. Australia
Agency: Saatchi & Saatchi

The Perfect Getaway
Client: Kia Motors America
Agency: David & Goliath

Special Delivery
Client: BMW of North America
Agency: KBS+

A03. - Interactive

WINNER - Technology and Stuff
Client: Chevrolet
Agency: Commonwealth//McCann


Build a GLA on Instagram
Client: Mercedes-Benz USA
Agency: Razorfish

Bug Configurator
Client: Volkswagen
Agency: Ogilvy Beijing

A04. - Experiential

WINNER - Reverse April Fools'
Client: BMW
Agency: DDB Group New Zealand

The Interactive Parking Billboard
Client: Fiat
Agency: Leo Burnett Germany

A05. - Online Video

WINNER - A Message to Space
Client: Hyundai Motor Company
Agency: Innocean

WINNER - The Uncrashable Toy Cars
Client: Daimler
Agency: Jung von Matt

Back in the Game
Client: Nissan Canada
Agency: TBWA Toronto

Mustang Speed Dating
Client: Ford
Agency: Team Detroit

Fueled By Everything: Episode 4: "Fueled By The Future"
Client: Toyota Mirai
Agency: Droga5

A06. - Corporate Social Responsibility

WINNER - Safety Truck
Client: Samsung
Agency: Leo Burnett Argentina

Safety Wi-Fi
Client: Fiat
Agency: Leo Burnett Tailor Made

A07. - Dealer Advertisements

WINNER - Mister Bunny's Journey
Client: Ontario Honda Dealers Association
Agency: ds+p

Text, Email, Blog
Client: Tri Honda
Agency: Publicis



($150 per entry)


Print & Outdoor

Newspaper and magazine ads, billboards, posters, flyers and any form of printed advertising.


Broadcast Television

Commercials that aired on network or cable television.



Banners, websites, apps, digital displays, games and content through social media.



Includes installations, live events, competitions or exhibitions


Online Video

Online videos, viral videos, online films


Corporate Social

Advertisements with a public service message.


Dealer Advertisements

Local or regional ads promoting dealers and networks.

Why Enter?

The North American International Auto Show in Detroit is one of the most important annual events for the auto industry. As the home field for America's great brands including GM, Ford and Chrysler, the Detroit Auto Show has become an annual gathering of international manufacturers, marketers and journalists.

Last year's Automobile Advertising of the Year Awards was featured in major media outlets such as Fox TV, Automobile Magazine, Adweek and many others, generating over 200 million media impressions.

Click the Press link at the top to see highlights from the last two years.

This year's winners will be presented on-stage at a special event during the press preview days on Tuesday, January 13 at the Cobo Center in Detroit.

With an estimated 5,000 journalists from around the world and 800,000 people attending as well as the CEOs of the major brands, the Detroit Auto Show is one of the top auto shows in the world.



Submissions to the Automobile Advertising of the Year Award will be judged by a panel of top advertising creatives and automotive journalists. The award recognizes the best, most creative work from automotive brands, automotive products and services, marketers and agencies. Entries are $150 each.

  • Work should have been aired or released between October 1, 2014 and December 1, 2015.
  • Digital images are required for all entries. Video files should be no more than 5 minutes in length.
  • International, non-English language work must include English subtitles.
  • Video Format:
      MOV or MP4 file
      Submitted in HD, 16x9 format
      1920 x 1080 resolution (1280 x 720 min)
      Compressed using H.264

  • Digital Image Format:
      High res JPEG, 5MB max
      RGB color mode
      Longest side is between 1600 - 4800 pixels