The “Imported from Detroit,” 2011 Super Bowl Commercial brought Chrysler and its advertising agency, Wieden+Kennedy, the Grand Effie award.
“Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city,” said Debra Sandler, President, Mars Chocolate North American and a Grand Effie jury member.
Chrysler competed against important corporations and brands such as Kellogs, Ikea, and Allstate. Another important commercial was the Troy Public Library’s campaign produced by Leo Burnett/Arc Worldwide Detroit, which won gold awards at three categories. The first ever two-minute Super Bowl ad won the Grand Effie and gold in the automotive category.
“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,” Grand Effie jury member Jeff Benjamin said in a statement.
Effie Awards are considered the most prestigious in the advertising industry for the tough judging process. The American Marketing Association, New York Chapter founded Effie in 1968, as an awards program that would recognize the efforts of all American most effective advertising efforts.