The Detroit auto show is partnering with The One Club, a nonprofit based in New York that conducts advertising award competitions, to create a contest honoring the auto industry's top advertisements.
The Automobile Advertising of the Year Award will be based on four categories: print and outdoor, television and video, interactive and experiential.
Auto show Chairman Bob Shuman said the award will help showcase the "critical" relationship between both industries.
At the 2013 Detroit auto show, the organization honored the top 10 automobile commercials from the past 25 years. The Honda "Grrr" commercial from the Wieden+Kennedy ad agency in London took home first place.
This year's winners will be presented at a special event during the auto show's press preview on Jan. 14, 2014, at Cobo Center in Detroit.
Judges of the contest will consist of top creative ad directors and automotive journalists.
The New York City-based organization recognizes creative excellence in advertising through four annual award competitions: One Show, One Show Design, One Show Interactive and One Show Entertainment.
The organization's Gold Pencil award is regarded as the "zenith of achievement" in the advertising business.
Deadline for submission is Nov. 13 at automobile.oneclub.org.
The contest is free to enter.