Well, that didn’t take long. Hot on the heels of announcing it’s the first luxury automaker to get top safety ratings across its lineup, Acura is out with a new commercial that shines the spotlight on its achievement. It brings an emotional element as well by turning dummies into real people. So what’s that all about?
“Our goal here is to talk about how personal it is. It’s beyond just passing a test. Before we even shot the ad, just talking about the ad, everyone here was emotional about it because everyone was very quickly able to relate to it,” says Leila Cesario, national advertising manager, Acura division.
The tagline is “When you don’t think of them as dummies, something amazing happens.” Commercial producers used real actors in place of dummies in the ad’s crash test. The twist comes when the next shot shows that the driver of the car is the technician conducting the test. Grab some tissues, or not, and check it out.
“At Acura, safety has been a part of our engineering culture and DNA since the inception of the brand nearly 30 years ago, something affirmed by these industry-leading safety ratings. The national advertising campaign illustrates the passion we have for not only achieving safety leadership but also the motivation behind our safety efforts,” says Jon Ikeda, vice president and general manager, Acura division.
Acura more than achieved its safety goal as the first, and only, automaker to have all its models receive the top IIHS rating of Top Safety Pick+ and the NHTSA 5-star Overall Vehicle Score when equipped with safety features from AcuraWatch.
“With AcuraWatch we help the driver mitigate, and at times avoid, collisions. Looking ahead, our research in advanced automated driving technology has the potential to help realize our dream of a collision-free mobile society, perhaps within the next few decades,” says Chuck Thomas, chief engineer automotive safety, Honda R&D Americas, Inc.
AcuraWatch is a suite of safety and driver-assistive technologies and is now available on all Acura odels. The system includes features like Collision Mitigation Braking System with Forward Collision Warning, Lane Keeping Assist System, Adaptive Cruise Control and Lane Departure Warning.
“We wanted to capture how our Acura engineers believe safety transcends technology; it’s really about putting people first. As safety is the third top purchase consideration for luxury buyers, an emotional campaign like this illustrates how important safety performance is for Acura and luxury buyers alike,” concludes Cesario.