US Ad of the Day: Acura promos Integra Type S in anime series ‘Chiaki’s Journey’

The series is an ad campaign from Japanese automaker Acura, which debuted in January of 2022. The first season has been viewed nearly 275 million times across channels, making it Acura’s most viewed campaign to-date.

The new season comprises four one-minute episodes. It tells the story of Chiaki, a young racer, who takes the 2024 Integra Type S to Colorado’s daunting Pikes Peak International Hill Climb, with the help of her wise uncle Noboru and her father Ichiro. Like last season, the new series’ soundtrack features the song “Raitei” from Japanese all-female metal band Nemophilia. It also pays homage to Acura Integra’s racing history in the 1990s.

“The new season of Chiaki’s Journey continues to develop our hero’s racing story as we learn about her family history and how that drives her passion for racing,” says Meliza Humphrey, Acura’s senior brand manager. “The excitement and adventure get dialed up this season, as Chiaki races the new Integra Type S up Pikes Peak summit, putting her family’s legacy and fate on the line.”

Throughout the weekend, attendees of the Acura Grand Prix of Long Beach can also see the 2024 Integra Type S within a recreation of Uncle Noboru’s garage. Meanwhile, the two Integra Type S vehicles racing this weekend will be wrapped in anime-style vinyl embellishments, inspired by the show.

Starting today, ‘Chiaki’s journey’ season two is running in full on YouTube and Acura.com/Type-S. The campaign will also be supported on digital lifestyle properties, including Crunchyroll, Kotaku, Jalopnik and Fandom, as well as on streaming services and social media. Additional outdoor media is displayed in major US markets, like New York, Los Angeles and Miami. Creative agency MullenLowe Los Angeles handled.

The 2024 Integra Type S will make its motorsports debut June 25 at The Broadmoor Pikes Peak International Hill Climb. It will be piloted by a fourth-generation racecar driver from Colorado, Loni Unser.

Credits

Agency: MullenLowe Los Angeles

Animation: The Line Animation, London

Editorial: Yeti

Music: KK Masterworks

Sound: Source Sound

VFX/Finishing: Jamm

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