ACURA / SUPER BOWL CAMPAIGN

Acura doesn't measure success in metrics but by the feeling you get when you drive. The launch of the most anticipated car return in Acura’s history, the new Acura NSX, was no exception. Instead of singing our own praises during the Super Bowl, we pointed to the car and let the master of vocals, Eddie Van Halen, do the talking.

So yea, “What He Said.”

AGENCY

MullenLowe, Los Angeles

RESPONSIBILITIES

Concept Development / Creative & Art Direction / Design

"What He Said" Extended Cut :60

Director: Joe Wright, Sibling Rivalry

Broadcast :30

Director: Joe Wright, Sibling Rivalry

AdWeek

PRE-GAME TEASERS

Not only was this Acura's first Super Bowl commercial in years, but the subject of the ad was a hotly discussion topic among fans. As details of the NSX remake began to surface, so did outtakes of our commercial, saturating channels with sneak peaks at the building, design, and performance capabilities of Acura's most impressive car yet.

"See You Sunday"

DESIGN COLLATERAL

Featured

NSX Social Tease

On social, we began to tease out parts of the Super Bowl spot piece by piece in conjunction with messaging meant to intrigue and delight and give hungry super fans a chance to see the car first.

NSX GIFS

We also created shareable GIFs that brought the car to life, like this breathing NSX engine, imbedding them across social channels for fans to discover and share.

NSX Digital Banners

Even regular banners were thoughtfully considered, using obscured or darkened imagery of the car only super fans would recognize, with messaging relevant to their knowledge of the car's upcoming release.

NSX WILDPOSTINGS

Billboards across the city proudly displayed the car in multiple angles, promoting the famous Super Bowl Sunday airtime.

NSX Billboards

Billboards in high traffic areas hyped the upcoming Super Bowl Sunday, giving fans a tease of what they might see.

NSX Rich Media

Rich media banners placed on fan trafficked websites gave fans a glimpse into the spot. Each rich media banner revealed a different segment, giving people more to discover with each click.

NSX "What He Said" Interactive

After the spot aired, word spread. To give fans a more interactive platform to learn about the car and it's technical achievements, we translated each David Lee Roth soundbite from the spot into an NSX bragging right. "Ooooh" became it's one of a kind engine cooling air filtrations system, while "Aaaah" spoke to its super handling on the road.

NSX Countdown

When the spot aired, the online tool to create your own NSX had not yet been released. As fans waited to create their own NSX, we used the spot to divert from the delay, instead giving fans consumable content in the form of videos, behind the scenes, and design driven learnings to continue the hype.