Cannes Lions

"The Test"

MULLENLOWE U.S., Los Angeles / ACURA / 2016

Film

Overview

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Overview

Description

Acura engineers have a unique philosophy on automotive safety. They don’t simply design vehicles to meet government standards; they build them to be safe enough for their own families. It is this belief that shapes Acura’s approach to vehicle development and leads them to consistently deliver vehicles that exceed the industry’s safety benchmarks.

To illustrate this, we reimagined a well-trodden convention of safety communications: the crash test. In “The Test,” we showcased how Acura engineers approach safety testing differently—with empathy and humanity, not just scientific rigor. Rather than demonstrate our vehicles’ capabilities, the spot shows the perspective of an Acura engineer who sees his crash test dummies as representative of his own family as he prepares a test.

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