Cannes Lions

ZDX

RPA, Santa Monica / ACURA / 2010

Film

Overview

Entries

Credits

Overview

Description

This spot begins with a black pool of oil in a large, museum-type room. Above the oil we see a large electro-magnet. The magnet turns on and we see the fluid begin to react as the voice-over describes the characteristics of the fluid. The magnet continues to dance with the oil as the voice-over explains that this is what we use in the suspension of the Acura ZDX. Just as the music reaches a crescendo, the magnet turns off and the oil falls back to the ground. Cut to the Acura ZDX in the same room.

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