Mullen has launched a new campaign for Acura entitled “Catch It If You Can” with the new spot “Bottle.”
The 60-second “Bottle” is set to that most over-used (and overrated) of Pixies songs, “Where Is My Mind,” and features a scientist capturing lighting in a bottle (yes, literally) to power the Acura ILX. To be fair, Mullen and Acura got Pixies lead guitarist Joey Santiago to rework the song, and it actually fits the mood and action of the ad pretty well. The spot, directed by Johnny Green, who recently helmed Under Armour’s “I Will What I Want” ad from Droga5, is well shot and does a pretty good job of setting a mood. Unfortunately, it never really goes anywhere, feeling disjointed, held up by a flimsy premise and, as Adweek put it “less than the sum of its parts.”
Credits:
Brand: Acura
Client: Mike Accavitti, Senior Vice President, General Manager
Client: Ed Beadle, Senior Marketing Manager
Client: Leila Cesario, National Advertising Manager
Car Model: 2016 ILX
Spot Title: “Bottle”
Agency: Mullen
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Margaret Keene
Creative Director, Art: Paul Foulkes
Creative Director, Writer: Adam Calvert
Senior Art Director: Sean Stell
Writer: Natasha Hugeback
Senior Vice President, Director of Integrated Production: Jon Drawbaugh
Senior Broadcast Producer: Meagen Moore
Content Producer: Elaine Russell
Business Affairs, Music Supervisor: Danica Bates
Managing Director: Cameron McNaughton
Vice President, Account Director: Nicole Neopolitan
Account Supervisor: Courtney Calvert
Account Executive: Kylie Mugg
Product Specialist: Curtis Milward
Production Company: Reset
Director: Johnny Green
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Producer: Betsy Oliver
Director of Photography: Paul Cameron
Editorial: RPS
Editor: Damion Clayton
Assistant Editor: Benjamin Cline
Producer: Rebecca Baker
Color Correction, Visual Effects: A52
Colorist: Paul Yacono
Visual Effects Supervisor, Lead Flame Artist: Andy McKenna
Head of Production: Kim Christensen
Executive Producer: Jennifer Sofio Hall
Audio Post: Lime Studio; 740 Sound Design
Mixer: Joel Waters
Original Music: The Pixies, Joey Santiago
Name of Track: “Where Is My Mind”