You probably didn't know your Acura isn't really a car. It's actually a real live dark horse. In a world full of creepy and brutish mechanical horses.
It will catapult from the back of the pack to win, and wrench an existential scream from the depths of your soul. Because in this tortured journey down the racetrack of life, feelings can be so real—especially when you are driving an Acura horse. Also, because you are a three-piece-wearing fop, says a new commercial from ad agency Mullen and director Adam Berg.
It's painfully literal and beautifully produced, an unusual blend of posh emo dystopian leisure car porn. It's got horsepower! Up next, a Shia LeBeouf lookalike rides Acura Seabiscuit to defeat the evil horse Transformers in a game of Polo Tron.
Senior Vice President, Automotive Operations, American Honda Motor Co.: Michael Accavitti
Assistant Vice President, Advertising, Marketing, American Honda Motor Co.: Tom Peyton
Manager, Acura Advertising, Brand: Gary Robinson
Spot: "Let the Race Begin"
Agency: Mullen, Los Angeles
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Peter Rosch
Art Director: Sean Stell
Copywriter: Amir Farhang
Executive Director of Integrated Production: Liza Near
Director of Broadcast Production: Zeke Bowman
Senior Producer: Trish Dowley
Co-Director of Strategy: Kelsey Hodgkin
Account Service: Jeff Prince, Alison Kaplan
Product Information Manager: Scott King
Product Specialist: Curtis Millward
Associate Director of Business Affairs: Stephen Duncan
Production Company: Smuggler
Director: Adam Berg
Founding Partners: Patrick Milling Smith, Brian Carmody
Bidding Producer: Shannon Jones
Line Producer: Karen O’Brien
Director of Photography: Mattias Montero
Production Supervisor: Pete Slowey
Production Designer: Tino Schaedler
Editorial: Cosmo Street
Editor: Paul Hardcastle
Assistant Editor: Hugo Jordan
Producer: Jaclyn Paris
Executive Producer: Yvette Cobarrubias-Sears
Color Correction: MPC
Colorist: Mark Gethin
Visual Effects: MPC
Executive Producer: Elexis Stearn
Producer: Mike Wigart
Visual Effects Supervisors: Andy Boyd (3-D), Benoit Mannequin (2-D)
Audio Post: Phase UK
Sound Supervisor, Designer: Matthew Collinge
Audio Post: Eleven Sound
Mixer: Scott Burns
Original Music: Bobby Tahouri
Track Title: "I Was Set Up!"
Casting Agency: Sonnenberg Casting
Casting Agent: Jodi Sonnenberg
Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register.