American Honda Motor Co.’s Acura luxury brand will launch creative for the TLX on Sunday during a televised race ahead of the vehicle’s on-sale date Monday.
The campaign debuts during the International Motor Sport Association Acura Sports Car Challenge at Mid-Ohio on NBC Sports. The 2021 TLX will lead the pack of vehicles at the race as the Official Pace Car.
The 60-second spot from MullenLowe uses cinematic storytelling and a vintage 1920s-style silent film concept set to a soundtrack by Betty Hutton’s “It’s Oh So Quiet.”
“Break the Silence” builds on Acura’s recent “Less Talk, More Drive” brand campaign with a storytelling method that prioritizes quick action cuts over dialogue.
The campaign highlights key 2021 TLX technologies, including Acura’s Super Handling All-Wheel Drive (SH-AWD), the torque-vectoring all-wheel drive technology available on all 2021 TLX models.
The media plan includes national broadcast, including NBA and NFL matchups, network cable and video-on-demand, with 80-, 30- and 15-second versions. Acura also will run Spanish-language, Cantonese and Mandarin-language versions of the TV spot.
The campaign also includes integrations on audio streaming platforms for both general market and Hispanic audiences (including iHeart Radio, Pandora, SoundCloud and Amazon).
Social media activations include the upcoming “Inside Track” campaign, an augmented reality driving experience where users can challenge friends in real time through five immersive worlds.
Media partnerships include takeovers and editorial sponsorships on the Huffington Post-curated Hispanic Heritage Month and Latino Voices section, as well as takeovers on Verizon’s Tech Crunch and Yahoo.
Finally, a new augmented reality activation for mobile devices was created in partnership with Verizon and features rich media across multiple platforms, a first for auto.
In other Acura news, as the official automaker of the Trombone Shorty Foundation, the brand is the presenting partner of the first-ever Virtual Shorty Fest Sept. 26 at 8 p.m.
The event aims to bring the music culture of New Orleans and the music of Trombone Shorty & Orleans Avenue to life via a streamed event on Acura’s YouTube channel. It will help to raise awareness of Trombone Shorty Foundation’s mission to support young musicians.