#USGP
Activation
Acura
Overview
Ahead of the US Grand Prix, Acura came to us as part of a weekend takeover for the brand, with the North American High-Performance arm of Honda replacing the usual branding on the Red Bull Racing and AlphaTauri Formula 1 cars.Â
The goal of the weekend was simple:
Showcase Acura vehicles and their brand to the new 'Netflix Generation' of Formula 1 viewers.
Performance & Heritage - two big parts of what Acura are all about. So we had to find a way to bring these sides of the brand to life over the Race Weekend. Â Â
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In homage to an early 90's video of one of his racing Idols, Ayrton Senna, we let Formula 1 driver Pierre Gasly take an original gen-1 NSX for a lap of COTA - complete with pedal cam. Originally known, not just because of Senna, but because he danced the NSX around the track in a pair of brown loafers. We let Gasly put his own spin on our recreation - opting for a vintage pair of Nike High Tops.Â
Hot Lap Trailer
As well as vintage hot laps, we also introduced some more modern machinery, working with both Red Bull Racing and AlphaTauri Honda drivers to put them through their paces in their own entertaining ways.