Dummies Become Human Beings to Prove Safety Is Personal in New Acura Ad

It’s an interesting view to imagine your own family sitting in the same car you’re about to crash into a wall. Perhaps "interesting" is not the best word to describe such a scenario; scary sounds much better from our end. Either way, it’s an aggressive marketing approach Acura is using to make a dull fact emotionally appealing.
Dummies Become Human Beings to Prove Safety Is Personal in New Acura Ad 1 photo
Photo: Acura
Should we worry? No, please don’t. As a matter of fact, the Japanese luxury carmaker claims it’s a first for them too, and they’re doing it this way to make their customers understand safety is not just necessary for their engineers, it’s a personal matter.

The brand’s first-of-its-kind campaign launched online yesterday and it will hit national broadcast television on October 18. It’s here to announce the company’s recent success as the only automotive brand to earn a 5-star Overall Vehicle Score in the NHTSA New Car Assessment Program (NCAP) and a Top Safety Pick+ rating from the Insurance Institute for Highway Safety (IIHS) across its entire model line.

Apparently, they also are the only automakers to offer all three advanced technology features (Front Collision Warning, Lane Departure Warning, and Rearview Camera) recommended by the NHTSA on all of their models. Sounds like a good reason to brag a little, doesn’t it?

Well, Acura is not precisely showing off. Actually, the company is taking a more emotional approach with its safety campaign by focusing on the brand’s philosophy of putting people first. At least that is what the PR department says.

Long story short: safety engineer comes at work, puts the dummies inside of the car, and hits the trigger. All this time, he imagines his family sitting in the car instead of the dummies, which do appear at the end of the ad.

It’s an integrated campaign that includes 15, 30 and 60 second spots, digital advertising, and a dedicated landing page. The message? "When you don't think of them as dummies, something amazing happens." Then it ends by promoting the brand's achievement in earning top overall safety ratings across its entire model line.

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