Acura is releasing a new race-themed commercial across the United States, giving drivers the challenge to try a new luxury-performance experience by driving an Acura. The whole commercial takes place at a futuristic racetrack. At first four different robotic horses are shown, each of them representing a different approach to luxury performance. The horses launch from a starting gate and race against each other, vying for the lead. In the stands is one spectator who seems to know that something big is about to happen. Then the dark horse separates from the pack, transforming into the 2014 Acura RLX Sport Hybrid SH-AWD. The 2015 TLX Prototype and the NSX Concept surge up alongside as the text “Let the race begin” is displayed on the screen.
The new commercial will be played during high viewership events, starting in March. Since Acura is sponsoring the NCAA basketball tournament, the commercial will be aired heavily during the games. An online component will be added to the marketing campaign, complete with interactive experiences on social media and the Acura website.
Mullen, Acura’s lead creative agency, is responsible for the new ad. Filming took place over a three day period at Fairflex Park in Pomona, California. The horse racing scenes were actually performed live using real horses, with post-production company MPC Los Angeles adding in elements to make the animals appear robotic. Adam Berg was the director.
“With the two best luxury SUVs in America, we’re moving to sharpen our focus on Acura’s two incredible new sedans and on the NSX supercar as the ultimate expression of Acura performance,” said Michael Accavitti, senior vice president of American Honda Motor. “We think sports programming provides us with a great context to showcase the incredible athleticism of these new Acura vehicles and the competitive spirit of the Acura brand.”