TORRANCE, California – Lee Iacocca’s old “Safety Doesn’t Sell” bromide is being turned on its head in a new Acura advertising campaign.
In what it calls “the first emotionally driven safety campaign for the brand,” Acura on Thursday rolled out a dramatic commercial featuring an Acura engineer preparing to crash-test an Acura MDX SUV.
He loads human-looking figures representing his family into the SUV. In reality, they are traditional crash-test dummies, but the engineer envisions them as real people.
“When you don’t think of them as dummies, something amazing happens,” the tagline says.
The spot is designed to promote the Acura lineup’s Top Safety Pick+ rating from the Insurance Institute for Highway Safety and top safety scores from the National Highway Traffic Safety Administration.
“As safety is the third top purchase consideration for luxury buyers, an emotional campaign like this illustrates how important safety performance is for Acura and luxury buyers alike,” said Leila Cesario, Acura division’s national advertising manager, in a statement.
Acura targets other luxury brands, including Infiniti, Lexus, Mercedes-Benz and Volvo.
Edmunds says: Safety-minded car shoppers undoubtedly will be touched by this dramatic new Acura ad campaign.