The Brief:
Proudly announce two things: one, that Acura was the only luxury automaker with an entire fleet of five-star safety rated vehicles; and two, that the Acura family had the highest resale value of any luxury fleet.
The Solution:
Acura also had an image problem. They were never seen as a true luxury automobile on par with Mercedes, BMW, or Audi, but rather as premium Hondas. And as far as tone goes, while the commercials they had done up to this point were smart, they tended to be more on the serious side. With this campaign we not only nailed the brief, but managed to address their brand perception issue in an honest and surprising way. We also introduced an element of sophisticated humor they had never tried before. The campaign was so well received that they used as a blueprint for subsequent campaigns.