The Road Comes to Life in Colourful 2019 Acura RDX Spot

Creative agency Orcí recently partnered with long-standing client Acura to introduce the all-new Acura RDX to Hispanic people in the US. Titled 'Senses', the collaboration showcases the exhilarating side of the renowned auto brand, igniting multiple senses and embodying the excitement of driving this particular SUV. To best connect with their target audience, the spot includes culturally relevant icons, such as alebrijes and Cuban art, while also showing the whole city made brighter by way of uplifting Latin music courtesy of Mexican-American DJ El Dusty.

Orcí drove the strategy which targeted US Hispanics and also assumed the creative development and production. In addition to highlighting the exterior of the vehicle, the TV spot focuses on some of the special interior features - TTI (True Touchpad Interface), class-leading Panoramic Sunroof and ELS Studio 3D Premium Audio System. 

The idea behind the animation is to showcase how the road seemingly comes to life when driving the new Acura RDX. Orcí made this commercial distinctly Hispanic, with iconography music and art which connects with the audience in an emotional way.