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Acura Launches Provocative New Safety Campaign

October 16, 2015 MullenLowe

“Buckle up, safety first!” — a familiar phrase echoed to the ones we care for because their safety is our priority; safety is personal.

Acura The Test 3Acura is the first and only luxury brand ever to receive the National Highway Traffic Safety Administration 5-Star Overall Vehicle Score and a 2015 Insurance Institute for Highway Safety Top Safety Pick+ across the entire model line — they take safety personally.

The latest campaign from Acura endorses their safety leadership and philosophy that safety transcends technology. While they often dwell on the more exhilarating aspects of their vehicles, their priority is putting people first. This emotional approach is a departure from the close-call scenarios and crash demos used by other brands in the luxury automotive category to depict their safety message.

The new campaign is comprised of a series of dramatic videos and digital elements including video, banners and a landing page. In the video, the viewer sees an Acura engineer loading a group of humanlike figures into an Acura MDX in preparation for a controlled, laboratory safety test. The group includes two young children and a woman, who it becomes clear represent the engineer’s own family. The Acura engineer himself then is seen behind the wheel of the car as he prepares to launch the crash test. As the car accelerates, the camera cuts back inside the car to reveal that the passengers have been traditional crash test dummies all along, and the engineer’s family has been in his mind’s eye. No crash is seen, as the spot cuts to black and copy appears: “When you don’t think of them as dummies, something amazing happens.” And a voice-over follows: “The first luxury brand awarded top safety ratings across its entire model line. Acura.”

Leila Cesario, national advertising manager at Acura says, “We are communicating the seriousness of safety and the trust that people place in their vehicles when they put their families in their cars, and send them off to work and school. This is an incredible responsibility that we fully understand and experience ourselves. In this spot, we are punctuating this emotional drive behind our safety achievements.”