Creative for Acura’s brand campaign includes minimum dialogue and instead lets the vehicles do the talking.
Themed “Less Talk, More Drive,” the effort from MullenLowe in LA includes a TV spot featuring a high-speed thrill ride. It touts Acura’s “Beat That” competitive spirit and gives viewers a glimpse into the brand through the eyes of its engineers and race car drivers and its lineup of performance vehicles.
The multichannel campaign will run through the fall. With a variety of activations, “Less Talk, More Drive” will continue to be a central theme throughout Acura’s future marketing and creative, according to the automaker.
The campaign tracks Acura’s performance roots from the NSX and Integra Type R to motorsports championships and the emergence of the Type S Concept.
Creative represents the spirit of Acura’s “precision-crafted performance,” says Jon Ikeda, vice president and Acura brand officer.
“It is influenced heavily by our renewed focus on what matters most — the driving experience — and Acura’s commitment to testing ourselves on the track, at the factory and on the street,” Ikeda says in a release.
The commercial, set to the surf music soundtrack of Dick Dale’s “Nitrus,” opens with a thrill-seeker driving the Integra Type R and throwing down the gauntlet with a challenge to “Beat That.” The gauntlet is picked up by a succession of Acura vehicles demonstrating various elements of precision-crafted performance, including the 2019 IMSA Daytona Prototype Manufacturer Championship-leading Acura ARX-05 race car.
Targeting younger consumers, the media plan includes digital media programming on Donut Media, Padsquad and Teads, as well as digital placements on Amazon, Bustle, ESPN and Thrillist.
The campaign will be featured on network cable and national broadcast including high-profile NFL match-ups, and streaming video within fall premieres. It will also be amplified on social media.