When it comes to ads featuring crash test dummies, typically, they depict those blank-faced mannequins that look more like comic book characters than real-life passengers. But Acura takes a different approach in a new ad from Mullen Lowe.
In the spot, we see an Acura engineer prepping an MDX for a crash trial. He goes to place the dummies in the vehicle, but instead of generic dolls, each one looks eerily real. He gently places a daughter in the backseat, followed by the wife and mother in the passenger's chair. And when he finally puts the driver in, we see it's a doppelganger of himself. Adding to the emotional intensity, the engineer seems to take a heartfelt pause before he pushes the button that will send the vehicle racing toward a wall.
The tag then appears: "When you don't think of them as dummies, something amazing happens."
The ad highlights the brand's commitment to "putting people first" and its reputation as the first and only car brand to earn top safety ratings across its model line from various organizations, including the U.S. government's National Highway Traffic Safety Adminstration.
The campaign also includes a landing page on the Acura site created by Razorfish that shows the key safety features of the brand's vehicle lineup.