Saturday, January 23, 2016

Emotional Acura, Hyundai ads among honorees of One Show awards

Acura’s heartstring-pulling crash test spot was among the winners during the third annual One Show Automobile Advertising of the Year Awards.

The award winners were announced today during the Detroit auto show. New York-based One Club, producer of the One Show, is a New York nonprofit group that recognizes creative excellence in advertising and design.

The awards recognized work in several categories including broadcast TV, interactive, online video and dealer advertising.

Acura’s spot, “The Test,” shows that crash tests aren’t emotionless tasks. The spot follows an Acura engineer as he preps for a test by putting four lifelike dummies -- who are actually actors -- into the MDX crossover.

The ad, which won an award in the broadcast TV category, uses an emotional touch when it reveals that the engineer was imagining himself and his family in place of the crash dummies.

“Our goal here is to talk about how personal it is,” said Leila Cesario, national advertising manager for Acura, in an interview when the ad released. “It’s beyond just passing a test.”


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