The 2021 Acura TLX campaign launches “Break the Silence” cinematic short film-style spot with MullenLowe LA
The new marketing campaign for the all-new 2021 Acura TLX sports sedan lets the car do the talking. Led by “Break the Silence”, a 60-second short film cinematic-style television spot, Acura is building on its Less Talk. More Drive brand creative for the television debut of the 2021 TLX – the first Acura sedan fully designed around the brand’s Precision Crafted Performance DNA.
The all-new TLX is the quickest, best-handling and most well-appointed sedan in Acura’s 35-year history, and goes on sale at dealerships across the US this Monday, 28 September.
In “Break the Silence,” the 2021 Acura TLX stars in a 1920s-style silent film concept set to a soundtrack by legendary comedic actress and singer Betty Hutton’s “It’s Oh So Quiet.” The campaign’s storytelling method showcases the new TLX and its advanced features, capturing the attention of viewers with innovative visual and sound techniques.
The fast-paced action sequences set against the spot’s untraditional silent film backdrop highlight TLX performance, with the black and white film style meant to draw full attention to the Apex Blue Pearl Acura TLX Type S, expressing the true capabilities of this performance variant.
The campaign highlights key 2021 TLX technologies, including Acura’s Super Handling All-Wheel Drive (SH-AWD), the industry-leading torque-vectoring all-wheel-drive technology available on all 2021 TLX models.
The campaign also shows how Acura’s Integrated Dynamics System creates a personalised TLX driving experience through a new Individual Mode, enabling the driver to choose their preferred settings for each element of system control.
Acura’s “Break the Silence” 2021 TLX campaign, developed by Acura together with Agency of Record MullenLowe LA, will be featured on national broadcast, including must-watch sports such as NBA and NFL matchups, network cable and video-on-demand, with 60, 30, and:15 versions. Acura also will run Spanish-language, Cantonese and Mandarin-language versions of the TV spot.
Other key campaign elements include dynamic integrations on audio streaming platforms for both general market and Hispanic audiences (including iHeart Radio, Pandora, SoundCloud and Amazon). Social media activations, including the upcoming “INSIDE TRACK” campaign, an augmented reality driving experience that puts TLX on your tabletop. Challenge friends in real-time through five immersive worlds as misty mountain top roads and skyscraper-lined streets grow out of your coffee table.
As well as media partnerships that include high-impact takeovers and editorial sponsorships on the Huffington Post-curated Hispanic Heritage Month and Latino Voices section, as well as takeovers on Verizon’s Tech Crunch and Yahoo. And a new augmented reality activation for mobile devices in partnership with Verizon, featuring high-impact, rich media across multiple platforms, a first for auto.