'The Test' Ad for Acura's Safety Features Uses Realistic Dummies

By: Ady Floyd - Oct 17, 2015
References: adweek
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."