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.
Acura’s racing history runs deep. As Parker Johnstone put it, most brands race to sell cars. Acura sells cars so it can go racing. That mindset shaped the launch of the new MDX, anchoring a national TV campaign and extending into a documentary series that explored Acura’s roots in performance racing.
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