Acura
Your Turn
The Opportunity
After a 20-year hiatus, Acura decided to re-launch its most iconic car: the Integra. From tuner culture to music videos to Fast and the Furious fame, it is a nameplate with a ton of cultural history and relevance. So how do you bring it back for a new generation of driver?
The Idea
We needed to move more than cars, we needed to move culture. And one major mover of culture is music. Our approach: make music videos, not ads. With a new album about to drop, we decided to tossed over the keys to someone who truly embodies the spirit of the brand: Vince Staples.
Credits & Collaborators
Agency: MullenLowe L.A.
Director: Dave Meyers
ECD: Laura Sampedro, Carlos Alija
ACD: Jeff Pelton, Cameron Bell
Creatives: Jude Le Bayon & Elin Lindeberg
Designer: Aaron Nandor
Director: Dave Meyers
ECD: Laura Sampedro, Carlos Alija
ACD: Jeff Pelton, Cameron Bell
Creatives: Jude Le Bayon & Elin Lindeberg
Designer: Aaron Nandor
Magic :30s
Slide :30s
Lemonade :30s
We launched our campaign, Your Turn, during March Madness which resulted in three distinct spots featuring the latest tracks from Vince Staples’ album, Ramona Park Broke My Heart.
In addition to the TV spots, we took the campaign to social, creating our own visual language and design system in line with the spirit of the campaign.
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