SAME DNA
ACURA
A launch campaign for the Acura MDX built around the brand’s belief that racing isn’t marketing, it’s the point.
Most brands race to sell cars. Acura sells cars so it can go racing. That line, from racing legend Parker Johnstone, became the backbone of the MDX launch. We used it to anchor a national TV campaign and built a documentary series that dug into Acura's performance racing roots. The work connected the car on the lot to the one on the track, showing people that the DNA was the same.
AN ORIGIN STORY IN THREE CHAPTERS
Three short documentaries dug into Acura’s beginnings in performance racing and why it still matters today. They lived on social, meeting the next generation of buyers where they already were.
Chapter One: The Disrupters
Chapter Two: The Racers
Chapter Three: The Icons