ROAD & TRAVEL Magazine presented its first annual HEART STRING Award on January 8, 2005 at its 2005 International Car of the Year Awards to honor an automaker and its agency for the most emotionally compelling car commercial than ran on national television in 2004. The tribute, sponsored by US Shell Oil Products and Dolby Laboratories, is designed to recognize how well automakers connect cars and consumers based on lifestyle and the emotional experience during ownership. The top three commercials in the category were Hyundai's Saturday by the Richard Group, Chevy's Soap by Campbell Ewald, and Ford's Cornfield with Steve McQueen by J. Walter Thompson. And the winner is:

Ford's Cornfield with Steve McQueen by
J. Walter Thompson.

2005 HEART STRING Sponsors