Acura’s Emotional New Marketing Campaign Highlights its Commitment to Safety

"When you don't think of them as dummies, something amazing happens." These are the words that end Acura’s emotional new marketing campaign, and once you learn what happens in their new ad, you’ll see what we mean.

In the video, a safety engineer loads four life-like dummies into the vehicle, dummies that look like him and his family. As he sends the vehicle hurtling towards its crash test, we switch back to see that the dummies don’t actually look like him and his family, but that’s how he’s been thinking of them.

As Leila Cesario, national advertising manager, Acura division, said, “We wanted to capture how our Acura engineers believe safety transcends technology; it's really about putting people first. As safety is the third top purchase consideration for luxury buyers, an emotional campaign like this illustrates how important safety performance is for Acura and luxury buyers alike."

This marketing campaign highlights Acura’s commitment to consumer safety, as well as its success in that commitment—Acura is the luxury brand is the only automotive brand to earn top marks from the NHTSA New Car Assessment Program (5-star Overall Vehicle Score) and the Insurance Institute for Highway Safety (TOP SAFETY PICK+), an impressive achievement.

And this isn’t the first time Acura has accomplished such an inspiring feat. In 2009, the brand became the first to earn top safety rankings from NHTSA and IIHS across the model lineup at the same time. Acura was also the first to offer advanced driver-assistive technology with the Collision Mitigation Braking System (CMBS) in the 2006 Acura RL.

Take note: Acura doesn’t plan to rest on its laurels, either. "Building upon the robust ACE™ body structure,” said Chuck Thomas, chief engineer automotive safety, Honda R&D Americas, Inc.  “We have achieved a new level of occupant protection and with AcuraWatch™ we help the driver mitigate, and at times avoid, collisions. Looking ahead, our research in advanced automated driving technology has the potential to help realize our dream of a collision-free mobile society, perhaps within the next few decades."

Safety is just one of the ways that Acura stands out from other luxury auto brands. Call, contact us online, or come by Hall Acura Virginia Beach and take a test drive to learn about the other ways Acura excels each and every day.

Image: Acura