Acura: Less Talk, More Drive by MullenLowe
- Location:
Acura is revving up the power in its latest brand campaign, letting the vehicles do the talking in high-speed action. The ‘Less Talk, More Drive’ campaign highlights the brand’s ‘Precision Crafted Performance’ through the eyes of its engineers, race car drivers and lineup of performance vehicles.
Two words underscore the 30-second video – ‘Beat That.’ Set to the soundtrack of Dick Dale’s Nitrus, the spot opens with a stunt driver helming the iconic Integra Type R and throwing down the ‘Beat That’ challenge to a succession of Acura vehicles demonstrating various elements of Precision Crafted Performance, including a first-generation 1991 NSX supercar, a second-generation 2020 NSX, an ILX sports sedan acing a crash test, the 2019 IMSA Daytona Prototype Acura ARX-05 race car driven by Juan Pablo Montoya and Helio Castroneves challenging each other on a track, and the Acura Type S Concept.
The multichannel campaign will run throughout the fall on broadcast TV and Acura’s social and digital media properties. It will be featured on network cable and national broadcast including high-profile NFL matchups, and streaming video within top-rated programming and fall premieres. It will also include digital media programming on Donut Media, Padsquad and Teads, as well as digital placements on Amazon, Bustle, ESPN and Thrillist.
Credits
Client | Acura:
Jon Ikeda, VP Acura Brand Officer
Susie Rossick, AVP, Acura Automotive Marketing
Gina Jorge, Manager, National Advertising
Jignesh Patel, Manager, National Advertising
Kelly Lynch, Assistant Manager, National Advertising
Todd Knepp, Assistant Manager, Regional Advertising
Agency | MullenLowe:
Mark Wenneker, Managing Partner, CCO
Mike Czako, VP Creative Director
Ty Hayward, Creative Director
Alex Haase, Art Director
Dan Howell, Still Photographer
Michael Marcheco, Still Photographer
Cameron McNaughton, Managing Director
Nicole Neopolitan, VP Group Account Director
Kylie Kendall, Account Supervisor
Kate Hildebrant, VP Director of Integrated Production
Katie Lambrecht, Senior Producer
Curtis Millward, Product Knowledge Director
Davina Turnbull, VP Director of Business Affairs
Nickie Kolb, Business Affairs Manager
Monica Silverman, Senior Business Affairs Manager
Production | Imperial Woodpecker
Director, Mark Jenkinson
Producer, Robby Mooring
Production Mgr, Kelsey Mezzenga
Director of Photography, Paul Meyers
Charlie Cocuzza, Senior Exec Producer
Doug Halbert, Managing Partner
Editorial / Whitehouse Post
Adam Marshall, Editor
Nick O'Neill, Assistant Editor
Jordan Stricklin, Producer
Joanna Manning, Executive Producer
Audio
Charles Deneen, Sound Designer at Sound Source
Chris Pinkston, Sound Mixer at 740 Sound
Rob Marshall, Assistant Sound Mixer
Geena Born, Producer
Music
Dick Dale "Nitrus"
VFX and COLOR / The Mill
Alex Bader, Producer
Pete King, Executive Producer
Will Tyler, Production Coordinator
Matt Osborne, Colorist
2D Team
Steve Cokonis – 2D Lead / VFX Supervisor
Lenz Kol
Ahmed El-Azma
Roman Yavorsky
Gavin Marler
Scott Johnson
Abby Riegel
3D Team
Matt Bonhert – 3D lead
Itai Muller
Jason Jansky
Victor Duncan
Michael Lori
Elizabeth Hammer
Danny Garcia
