The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Mobile

ILX Total Control

Agency MullenLowe U.S. / Los Angeles + Bullitt / Los Angeles + Active Theory / Venice

Client Acura
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Annual ID

OS_MO19027M

About the Work

With its class-leading power-to-weight ratio and ultraresponsive handling, the 2019 Acura ILX is incredibly quick to react. To show this to a millennial audience, we decided to forgo the traditional broadcast spot, instead creating an interactive video where the car reacts as you tilt your phone. The experience went live across Facebook, Instagram, and Twitter, with the hero version launching on Facebook Instant Games, making Acura the first automotive brand to use the platform. The campaign is still live and has shown amazing engagement: The average view length is 51 seconds, and the bounce rate just 19.38 percent.