The spot, called “Break the Silence,” is part of Acura’s larger “Less Talk, More Drive” campaign that debuted last year and puts an emphasis on visuals over dialogue, including an action-packed spot called “Beat That.” The approach is more easily transferable to digital marketing, where brands must capture the attention of viewers in mere seconds.
“When you have four seconds to catch somebody, it’s got to be visually fresh — you should have music that gets everybody’s attention,” says Acura Brand Officer Jon Ikeda. “If you just break into monologue, it’s very quick that they might turn you off.”
Setbacks during the pandemic
Acura’s media plan includes ad buys with Verizon Media-owned digital brands Yahoo, Tech Crunch and Huffington Post. The campaign will also get a heavy TV push, including buys during National Football League and National Basketball Association programming.
The investment comes as luxury auto brands seek to spur demand after…
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