How Acura Built its New TV Campaign for Mobile
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In Acura’s new campaign, it’s hard to tell what moves faster — the car or the ads themselves. The marketer crammed roughly 50 unique images in each one of its five 30-second spots and about 25 images in each of its seven 15-second ads. Each scene shot is vertically and layered into the TV commercials by dividing the screen in three.
The colorful mishmash — which includes flashes of random images like a sci-fi superhero in a red metal suit — is aimed at giving Acura’s new 2018 TLX luxury sedan a modern, youthful feel. But the campaign, called “What a Ride,” also has a more practical goal when it comes to Acura’s media buy: The visuals are shot vertically so they are easily transferable to mobile ad formats. And Acura purposely avoided celebrities and spoken dialogue so that it can adjust the ads on the fly to adapt to market conditions. The so-called modular approach means that if, for instance, Acura wants to tout all-wheel drive in cold-weather cities, it could easily toss in that message in a quick scene without rejiggering the entire ad.
“We also can see what combination performs best over time. Or if we are hearing feedback in terms of other attributes of the car that we may not have predicted, it’s very easy for us to cut it and have that option available quickly,” said Ed Beadle, senior manager-integrated marketing at Acura. “If you are relying on the schtick of some heavy talent spot with comedy and plucky one-liners, it’s very difficult to try to adjust that messaging.”
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