Acura Wins 'One Show' Award

Each year, automobile manufacturers create and submit advertising and design pieces to the esteemed One Club, a nonprofit group. The Club judges all submissions for creative superiority and nominates a winner in each advertising category during the annual One Show, held this year at the North American International Auto Show in Detroit. 

Naias.com reports that Acura took home one of the “top honors for the best broadcast-television ad worldwide of 2015 in the annual One Show advertising awards.” The award distinguishes Acura among its competitors, while the ad serves as a reminder for consumers in Utah and elsewhere that Acura cars are renowned for their safety.  

‘The Test’ - Broadcast Television

Acura’s ad for broadcast television, entitled “The Test,” evokes the emotion that accompanies crash test simulations. The advertisement depicts an engineer prepping the Acura MDX for a crash test, meticulously placing four lifelike dummies in the vehicle. After all dummies are positioned, the engineer pauses and reveals that the “dummies” are actually members of his family. 

The ad goes beyond showcasing the safety of Acura cars by creating an emotional connection between Utah consumers and the Acura brand. AutoNews quotes Leila Cesario, national advertising manager for Acura, about the advertisement: “Our goal here is to talk about how personal it is…It’s beyond just passing a test.” 

The ad has been well-received by consumers who have heard Acura’s message loud and clear. Some viewers have shared their emotional responses on YouTube: “I don't believe I have ever been so moved by a commercial...It touches me to my core,” writes spinto12. 

Acura’s Ad Spurs Mindfulness 

In the award-winning broadcast television ad “The Test,” Acura demonstrates the safety, luxury and class that distinguishes Acura cars from other automakers. 

For family-focused consumers in Utah, the ad hits especially close to home. Each day, residents put the lives of their families in the hands of auto manufacturers as they strap in for daily commutes. Acura designs and builds vehicles with protecting your precious cargo in mind. After all they aren’t dummies, they are our families. 

Nicole Donaldson is an automative writer for Fusion 360, an SEO and content marketing agency. Information provided by Mike Hale Acura. Follow on Twitter.