The car world is going electric, and there’s rightly a lot of consumer uncertainty surrounding the incoming breed's performance capabilities. If you’ve seen a car ad recently, you’ve been told that fun behind the wheel has been traded in for gratuitous tech and clinical futurism.

But that’s just not Acura. The energy emitting from their walls is buzzing with motorsports victories and high-performing street cars, and the brand plans to keep that same energy as it enters the unknown world of EV. To help it get there, we needed an idea that defined the essence of Acura’s energy and set it apart from the monotonous sea of plug-in cars.

We set out to launch the Acura brand and its challenger spirit into the emerging EV era, and:

- Increase brand favorability

- Move the Acura brand up market

- Attract more Next Generation Premium buyers

Five new worlds. Five distinct drivers. One journey through the Acuraverse.

The spot takes viewers through the "Acuraverse" as five performance drivers tap into their inner Chiaki. From the Lunarverse to the EV-verse, this wild journey proves that no matter the world, Acura energy will always stay the same. The futuristic vision presents an all-new way of looking at electrification.

It’s early to report on results but, in less than one month, the spot has garnered more than 30 Million views on YouTube.

Results from creative testing have also shown:

- The spot scored above norms across all audiences, particularly high with younger viewers, Asian American and Female viewers.

- Top four words used to describe the spot: Unique, Modern, Performance, Premium.

- The spot was the second most “Likeable” spot tested so far for Acura, with high -Attention and LIkeability scores.

-The spot had the strongest effect on increasing Purchase Intent.