Acura highlights multi medium creativity in new commercial
Acura has unveiled its latest marketing initiative, Crafted to Match Your Energy, a dynamic campaign introducing the brand's first-ever gateway premium SUV, the 2025 Acura ADX. This campaign, spearheaded by the creative agency MullenLowe US, features a captivating 60-second spot that marks the television debut of the ADX as it arrives at dealerships nationwide. The commercial aims to resonate with a diverse audience by showcasing the vehicle's versatility and alignment with various lifestyles.
The Crafted to Match Your Energy campaign is the culmination of Acura's collaboration with innovative artists, a partnership that began at SCOPE Miami Beach and continued through the 2025 Sundance Film Festival, events where Acura has maintained a longstanding presence. Among the artists featured is Dalkhafine, a multidisciplinary talent residing between Paris and Montreal. Known for her playful, character-driven pop illustrations, Dalkhafine's work was prominently displayed in partnership with Acura at the SCOPE Miami Art Show in late 2024, drawing viewers into her dreamlike world and embodying the vibrant energy that the ADX seeks to represent.
The creative vision for the campaign was brought to life by director Dave Meyers, renowned for his ability to craft visually striking narratives. Meyers collaborated closely with the team at MullenLowe US, including Executive Creative Directors Laura Sampedro and Carlos Alija, to develop a campaign that encapsulates Acura's commitment to precision crafted performance and its connection to contemporary culture.
Set to the energetic soundtrack of Mötley Crüe's Live Wire, the commercial takes viewers on a fast-paced journey through various dynamic worlds, each representing different facets of the Acura ADX's personality and capabilities. This multiverse concept not only highlights the vehicle's versatility but also underscores Acura's dedication to providing a thrilling driving experience, regardless of the landscape or lifestyle.
The 2025 Acura ADX itself sets a new standard for gateway SUVs, boasting a host of innovative and high-tech interior features designed to enhance the driving experience. Notable amenities include an immersive Bang & Olufsen premium sound system, a panoramic moonroof that offers breathtaking views, and Google built-in connectivity for seamless digital integration. These features cater to new and first-time premium buyers seeking a compact SUV that aligns with their energetic and connected lifestyles.
Acura's strategic partnerships with forward-thinking artists and its presence at major cultural events like SCOPE Miami Beach and the Sundance Film Festival reflect the brand's commitment to engaging with contemporary art and culture. By integrating the work of artists like Dalkhafine into its marketing efforts, Acura not only showcases the ADX's adaptability but also positions itself at the intersection of automotive innovation and artistic expression.
The Crafted to Match Your Energy campaign is part of Acura's broader strategy to connect with a new generation of drivers who value both performance and personalisation. By emphasising the ADX's ability to complement various personalities and lifestyles, Acura aims to attract a diverse customer base seeking a vehicle that truly resonates with their individual energy.
In addition to the television spot, the campaign will be featured prominently across multiple channels, including digital and social media platforms, ensuring that the message reaches a wide and varied audience. This multi-channel approach underscores Acura's understanding of the evolving media landscape and its commitment to meeting consumers where they are.
As the 2025 Acura ADX makes its way to dealerships nationwide, the Crafted to Match Your Energy campaign invites potential buyers to experience firsthand how the vehicle aligns with their unique lifestyles and aspirations. Through this initiative, Acura continues to reinforce its reputation for precision crafted performance while embracing the diverse energies of its drivers.
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