Motel 6 And GEICO Are The Westwood One Sports Sound Awards Winners Use Sound To Connect Emotionally

February 7, 2018 By Lauren Vetrano

Make room, Eagles. 2018 Westwood One Sports Sound Awards winners Motel 6 and GEICO are joining the winner’s circle for having the most engaging audio commercials to air during Westwood One’s Super Bowl LII broadcast. In its fifth year, the Westwood One Sports Sound Awards is a consumer and industry contest that celebrates creative excellence and highlights the power of sonic branding.

Motel 6 won the Westwood One Sports Listeners Choice Award. The winning commercial features official spokesman Tom Bodett, making use of rhyme in the “Slam Poetry” ad.

VERITONIC, an audio creative testing agency, found Motel 6’s ad made people feel happy. It also brought about feelings of trustworthiness, particularly from the 35+ demographic.

Motel 6 is using powerful sonic branding. They are tapping into positive emotions of their consumers. They are harnessing emotions in an impactful way to convey what their brand stands for, in this case a happy place to stay when away from home.

Determined by a panel of industry experts, the Media Choice Award went to GEICO for their commercial titled “Beatboxing” featuring an atypical style for an in-store announcement.

hank you to all the brands that participated this year as well as our voters and panel of experts who determined our winners.

Head over to to listen to the rest of the amazing entries from this year’s competition.

Lauren Vetrano is Director of Content Marketing at Cumulus | Westwood One.

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