Acura
New World Same Energy
The Opportunity
The time had come. Acura, the automotive leader in premium performance, was finally entering the world of EV. But if you’ve seen a car ad recently, you’ve been told that fun behind the wheel has been traded in for gratuitous tech and clinical futurism. Well, that's just not Acura's style.
The Idea
By taking the audience on a visceral journey through the Acura Multiverse, we wanted to show the world that no matter what powers Acura’s vehicles, one thing will always stay the same – our energy.
Credits & Collaborators
Director: Dave Meyers
Agency: MullenLowe L.A.
ECD: Laura Sampedro, Carlos Alija
CD: Ty Hayward
ACD: Alex Haase, Jake Fertig
Senior Creatives: Mary Nowels, Gabby Grubb
Creatives (Social): Jude Le Bayon, Elin Lindeberg
Designers: Fernando Pino, Aaron Nandor
Photographer: Michael Marcheco
Agency: MullenLowe L.A.
ECD: Laura Sampedro, Carlos Alija
CD: Ty Hayward
ACD: Alex Haase, Jake Fertig
Senior Creatives: Mary Nowels, Gabby Grubb
Creatives (Social): Jude Le Bayon, Elin Lindeberg
Designers: Fernando Pino, Aaron Nandor
Photographer: Michael Marcheco
New World Same Energy — Multiverse :60s
With our anime heroine Chiaki taking center stage, we created the visual playground of the Acura multiverse to prove that while the rest of the car world is changing for the boring, the thrilling energy of performance in Acura’s lineup will always be what sets it apart, no matter where the world or technology may take it.
New World Same Energy — The Training :60s
We casted 3 unique women who embody the Chiaki spirit. And if they were going to be in an Acura commercial – we wanted to teach them how to performance drive. So, that’s exactly what we did. We took them to Willow Springs and enlisted the top stunt drivers in the game to train them, and developed an episodic social campaign that let our audience ride shotgun while they got up to speed.
New World Same Energy Case Study
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Chiaki's Journey II
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The Next-Gen Integra