The jury of the 44th annual Effie Awards Gala in New York City has declared Chrysler’s “Imported from Detroit” the Grand Effie winner, the equivalent of best-in-show or, if you prefer, the advertising world’s Best Film. The campaign, which includes a series of ads playing off the Super Bowl spots with rapper Eminem — and then followed this year by commercials narrated by Clint Eastwood — has won a Grand Effie, the advertising industry’s answer to the Oscar.
“Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city,” said Deborah Sandler, a Grand Effie jury member.
The winner wasn’t finalized until hours before the event, organizers revealed, Chrysler’s campaign against up against some tough competition that included: Allstate Insurance Company’s Mayhem, Kellogg’s Special K’s What Will You Gain When You Lose?, Troy Public Library’s Book Burning Party, and IKEA’s Moving Day.
“The Chrysler work had a depth of effectiveness that stood out from the rest of the Grand Effie Finalists. They gave that brand its soul back,” said another Grand Effie jury member, Jeff Benjamin, CCO, North America, JWT.
Source: Detroit Press