In a new safety-themed commercial, Acura wants to show that crash tests aren’t emotionless tasks.
The spot, which begins airing nationally on Sunday, follows an Acura engineer as he preps for a test by delicately placing four lifelike dummies -- who are actually actors -- into the MDX crossover.
Then there’s the twist.
When the engineer finishes loading them into the vehicle and steps away, it’s revealed that he is the one in the driver’s seat. The engineer was visualizing himself and his family in place of the crash dummies the entire time.
Acura wanted to take an emotional stance with the spot instead of going with the technical approach normally seen in auto safety ads, said Leila Cesario, national advertising manager for Acura. The tag line for the commercial is, “When you don’t think of them as dummies, something amazing happens.”
Acura’s top safety engineers were consulted to ensure the ad accurately represented the test environment.
“Our goal here is to talk about how personal it is,” Cesario said in an interview. “It’s beyond just passing a test.”