Acura is returning to the Super Bowl for the first time since 2012, and it's bringing Van Halen along for the ride.
One day this fall, thanks to an Internet rabbit hole I happened to tumble down, I saw an Audi commercial, "Birth," which had come out six months earlier. That's dog years in today's world, so why did this particular ad stop me cold?
Acura's next-generation NSX supercar will debut in Super Bowl 50. Mullen Lowe's Los Angeles office has crafted a commercial for the automaker set to run during the first quarter of CBS' telecast on Feb. 7. This marks Acura's first Big Game play since 2012, when RPA created a minute-long spot featuring Jerry Seinfeld.
A dyed-in-the-wool New York advertising professional, Patricia Korth-McDonnell had heard all the clichés about Los Angeles as an endless parking lot, a cultural wasteland and, perhaps most relevant, a professional dead end at best and career suicide at worst.
Acura puts a fresh, unsettling spin on the crash-test-dummy concept in "The Test," an unorthodox but riveting minute-long film by Mullen Lowe that touts the automaker's safety record.
Now that Alex Leikikh is stepping up to global CEO at the newly merged Mullen Lowe Group, he has named an Ogilvy & Mather leader to run the combined agency's U.S. operations.
Reality TV might not be as hot as it used to be, but Machinima is still seeing success with the genre online. The multi-channel network has renewed travel competition Away From Keyboard—better known as AFK—for a fourth season.
For March Madness, Acura is blitzing ESPN.com today and three days next week with video and banner ads—which likely cost a pretty penny—as part of the car brand's ongoing partnership with the cable sports giant.
An engineer ventures out during a thunderstorm and literally catches lightning in a bottle to power the Acura ILX in this cinematic spot from Mullen. Johnny Green of Reset Productions—much lauded for his Under Armour ad last year with ballerina Misty Copeland—directed the automaker's 60-second clip, which also features an orchestral reworking of the Pixies' 1988 track "Where Is My Mind" (which pops up quite a bit in ads). In fact, Joey Santiago of the Pixies recorded this version with Acura.
American Honda Motor Co. has consolidated the bulk of the digital marketing for its Honda and Acura brands at Razorfish.