Agency Network: 
August 2010


Film advertisement created by rp&, United States for Acura, within the category: Automotive.

Advertising Agency: rp&, USA
EVP / CCO: David Smith, RPA
Creative Director: John Hage
Head of Art: Phillip Squier
Art Director: Adam Groves
Copywriter: Zac Ryder
Creatives: Eric Goldstein, John Guynn
Executive Producer: Jack Epsteen
Production Company: Biscuit Filmworks
Director: Noam Murro
DP: Toby Erwin
Executive Producer: Shawn Lacy, Colleen O’Donnell
Line Producer: Jay Veal
Editorial Company: The Whitehouse
Editor: Stewart Reeves
VFX Company: Animal Logic
Sound Design: Mit Out Sound
Sound Designer: Ren Klyce
Music Company: Human
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Highest Rated

Guest's picture

Fusty books; clacking it just me, or is the sheer quantity of random objects a little distracting?

Guest's picture

Fusty books; clacking it just me, or is the sheer quantity of random objects a little distracting?

Guest's picture

some pretty impressive visuals in there.

Guest's picture

One of the oldest tricks in the book, kids.

Guest's picture

The concept is dominated by the form, and thats why u cant communicate with it, in fact there is no connection between the idea and the visual part.

Guest's picture

The advert is an explanation. An explanation of what exactly 1 million is.
1 million is a lot. So much in fact it is basically a concept itself. So they are simply using visuals to explain that.

Books - knowledge
Knives - precision
Teeth - Ok, I don't get them they are the low point in the whole advert for me.

In the end I think it works as far as getting the message they wanted across.

Guest's picture

I am not sure what the "innovative" message has to do with the fact that they measure something very precisely.
Old or new trick.. I believe that does not matter as long as the ad serves the purpose in the end.
Volkswagen used the same idea so much better, when it had to do with German precision and maximalism.

dollypoppin's picture

It's new but I don't think everyone will get it.

Activity Score 1423
Copywriter at Conceptboard Advertising |

"Nihil sub sole novum"

Ed Rapport's picture

very distracting and the concept was somewhat forced to connect with the Acura... Step ya game up RPA or hire me as a copywriter...

Ed Rapport
Activity Score 724
Copywriter at Bookshop Ads - Advertising Portfolio Workshop - Copywriting
Temple's picture

The concept is older than the universe, but Noam Murro is one of a kind, as always.

Activity Score 11339
Creative Director
kashon's picture

I Strongly feel, that the ad is too generic, the same can be used for anyother product as to me, its a complete waste of money, and an unimpressive ad...

Activity Score 13
Planner at Group M |


Micro Marketing Professional

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