2011 saw very few examples of great automotive advertising. Basically only two spots come to mind and both were in the Super Bowl: Volkswagen's "The Force" and Chrysler's "Imported From Detroit".
Both spots stood out in the crowded and overhyped environment. Both spots generated a lot of "buzz." But most important both spots drove sales.
Sales for the Chrysler 200 grew 113% in 2011 over the car it replaced, the Sebring
Sales for the 2012 Passat increased 29.9% over the 2011 model.
Yes, the bar for improving on the Sebring was frighteningly low. But even with the improvements, when compared to the Fusion, Camry, Malibu, Accord, Altima and Sonata and Passat, the Chrysler is mid-pack at best.
Even getting car shoppers to consider Chrysler after its recent struggles is a Herculean achievement. But actually making them cool enough to buy amidst this competition is fairly unbelievable. And that's why "Imported From Detroit" is the best Automotive spot of the year in 2011.