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Acura: Less Talk, More Drive by MullenLowe

Agency: MullenLowe
Client: Acura
Date: Sep 2019
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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