Prestigious One Show Organization Recognizes Acura Safety Commercial “The Test” for Outstanding Creativity and Compelling Message
Acura has been recognized for creating one of the most outstanding automobile television commercials in 2015 by the prestigious One Show organization. Acura’s safety commercial “The Test” was selected for creative excellence in broadcast television as part of the third annual Automobile Advertising of the Year Awards announced at the North American International Auto Show.
The Test was part of a provocative campaign focused on Acura’s distinction as the first and only automobile brand to earn a 5-star Overall Vehicle Score in the NHTSA New Car Assessment Program (NCAP) and a TOP SAFETY PICK+ rating from the Insurance Institute for Highway Safety (IIHS) across its entire 2015 model line.
In the commercial the viewer sees an Acura engineer loading human-like figures into an Acura MDX in preparation for a controlled, laboratory safety test. The group includes two young children and a woman, who it becomes clear are the engineer’s own family. The Acura engineer himself then is seen behind the wheel of the car as he prepares to launch the crash test. As the car accelerates, the camera cuts back inside the car to reveal that the passengers have been traditional crash test dummies all along, and the engineer’s family have been in his mind’s eye. No crash is seen, as the spot cuts to black and copy appears on screen reading – “When you don’t think of them as dummies, something amazing happens.” And a voice-over says “The first luxury brand awarded top safety ratings across its entire model line. Acura.”
“While other brands in the luxury automotive category use close call scenarios and crash demos to depict their safety message, Acura has taken a more emotional approach to this very important subject,” said Leila Cesario, manager of national advertising for Acura. “The Acura campaign is based on a key human insight – safety is about family. Acura’s philosophy about safety transcends technology. It’s about putting people first.”
The Acura commercial was selected from more than 250 global entries by a distinguished jury of 25 leading advertising industry creatives and journalists assembled by the One Show, a showcase of the world’s best creative work.