Cannes Lions

TL

RPA, Santa Monica / ACURA / 2010

Film
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In “Road”, we open on a treadmill artistically placed in a museum-type room. The treadmill begins to spin and as the voice-over describes how Acura’s all-wheel drive system works, white lines appear on the road-like surface. The treadmill splits into two and then three pieces as the voice-over describes how the all-wheel drive system can transfer power from front to rear and left to right in the rear. The treadmill comes to an abrupt stop and we cut to an Acura TL on top of the treadmill in the same room.

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