Acura takes viewers on a thrill ride, showing off its complete vehicle lineup in its multichannel brand campaign “New World. Same Energy,” debuting today.
The high-energy 60-second spot aims to show “the fun our customers experience behind the wheel of our products,” Meliza Humphrey, senior manager of Acura marketing, said in the announcement.
With Mötley Crüe’s “Live Wire” playing in the background, the scene shifts quickly from multiverse to multiverse (six in all), with different drivers at the wheel each time -- all human except for “Acura’s favorite anime racing hero,” Chiaki, who is seen charging up a snowy Pikes Peak Hill Climb in the 2024 Integra Type S, set to launch this summer.
Most appropriate for the fast pace of the spot, Acura’s new ARX-06 electrified race car is seen vrooming through the live-action racing universe. The ARX-06 debuts in competition Jan. 28 at the 24 Hours of Daytona race.
The campaign’s multiverses converge at the end, showing “the stunning futuristic world” of the Acura Precision EV Concept, whose design previews the look of future electrified vehicles set to debut in 2024, the ZDX and ZDX Type S SUVs.
MullenLowe worked with Acura on the campaign.
“New World. Same Energy” will be featured at the upcoming Sundance Film Festival in Park City, Utah (Jan. 19-29), where Acura returns for a 13th consecutive year as a presenting sponsor and official vehicle. The campaign will run through the spring across digital and social media platforms, with the spot airing during the March college basketball championship tournament.