The Mullen Lowe agency created 'The Test' ad for the automotive brand Acura. Instead of using typical crash dummies, the creative team made realistic life-like dolls. Humanizing the test figures presents a more sentimental value to be experienced by the audience.
The ad begins with an Acura safety employee bringing a family of crash test dummies into a secluded room. The dummies are placed in an Acura vehicle and buckled in. The man placing the dummies in the car seems to have a connection with each family member. Then, the cameras reveal that the driver of the car is a replica of the Acura employee.
The ad presents an emotional connection simply by mirroring the employee's emotions. The Test ad aims to promote the high-quality safety features of Acura vehicles by saying "when you don't think of them as dummies, something amazing happens."
Humanized Crash Dummy Ads
'The Test' Ad for Acura's Safety Features Uses Realistic Dummies
Trend Themes
1. Humanized Crash Dummies - The use of realistic life-like dolls in crash test ads creates an emotional connection and enhances audience engagement.
2. Emotional Advertising - Creating ads that evoke sentimental value can resonate with consumers on a deeper level and strengthen brand affinity.
3. Replica Employees - Using replica figures of employees in ads can emphasize trust and authenticity, enhancing the effectiveness of the message.
Industry Implications
1. Automotive Manufacturing - The automotive industry can leverage humanized crash dummy ads to showcase advanced safety features and build customer trust.
2. Advertising and Marketing - The advertising industry can explore emotional advertising techniques to create impactful campaigns that resonate with audiences.
3. Film and Video Production - The film industry can play a crucial role in bringing humanized crash dummy ads to life by using realistic dolls and replica figures.