Epic Acura Ad Presents the World’s Most Brutal Mechanical-Horse Race

Lovely, if painfully literal

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.

Credits below.


Client: Acura

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)

Graphics: Artjail

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

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@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.