Acura isn’t pretentious luxury, exorbitant luxury, or look-at-me luxury — it’s smart luxury. To make this position clear while touting the car maker’s industry-leading safety and value, we shed a satirical light on luxury car owners and the rationale behind their extravagant purchases.

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The films introduced a carefree tone that the 

brand had never attempted before and were so well received that Acura used them as a 

blueprint for subsequent campaigns.

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