Bicoastal/London-based Park Pictures director Alison Maclean analyzes dress and tree choices from the seats of racing Acuras in the comedic holiday :30s “Dress Down” and “Ornamental” out of rp&, Santa Monica, CA. The spots feature famed financial advisor Suze Orman and famed psychologist Dr. Phil McGraw, respectively, providing fast, in-depth analysis for hapless holiday shoppers.
“Dress Down” opens on window-shopping women eyeing a pricey dress. “I’m buying it,” one says enthusiastically. Not so fast. Suze Orman pulls up in an Acura sedan before the woman can say ‘credit card debt.’ “Hey, girlfriend, get in!” calls out Orman. Lightning-fast driving and guidance ensues. Says Orman, “That’s not a dress, that’s an emotional money mistake. I don’t have anything against luxury. I like luxury. But you have to be reasonable.” Skidding through alleyways and intersections, we finally arrive back at the original store; advice dispensed. “Okay, spend smart!” Orman chimes. A voiceover concludes, “This holiday, listen to the voice of reason at Acura’s Season of Reason Sales Event.” The event and Acura logos close out the spot.
“Ornamental” opens on a couple regarding a massive, frosted tree. The man exclaims, “That’s so big!” His significant other questions, “Seriously?” Then Phil arrives. “Get in.” The three speed away through city streets with Dr. Phil delivering his signature sage guidance, “Look, what are you compensating for?” he poses to the giant-tree-loving man. “Actually, I don’t want to know. You want to be smart and buy what’s going to last.” They pull up to a smaller, non-frosted tree. The man whines, “It’s not frosted!” Dr. Phil quips, “Tough tinsel.” The same voiceover concludes, “This holiday, listen to the voice of reason at Acura’s Season of Reason Sales Event.” The event and Acura logos close out the spot.
The campaign also includes the :30 “Santa” which features Santa saving an entranced man shopping for tacky holiday decorations by whisking him off on a whirlwind Acura test drive.
Agency: rp&, Santa Monica, CA
Exec. V.P., Creative Director: John Hage
V.P., Head of Art: Philip Squier
Sr. Copywriter: Jimbo Embry
Sr. Art Director: Josh Gilman
V.P., Executive Producer: Jack Epsteen
Production Company: Park Pictures, Bicoastal
Director: Alison Maclean
Executive Producer/Owner: Jackie Kelman Bisbee
Executive Producer/Head of Production: Dinah Rodriguez
Executive Producer: Mary Ann Marino
Producer: Leora Glass
Colorist: Bob Festa, New Hat, Santa Monica, CA
Editorial: Rock Paper Scissors, Bicoastal
Editor: Carlos Arias
Editorial Executive Producer: Carol Lynn Weaver
VFX: Brewster Parsons, Venice, CA
VFX Executive Producer: Darcy Parsons
VFX Producer: Georgina Poushkine
Lead Flame: Andrew Eskner
Flame: Simon Brewster
Flare: Brad Scott
Junior Flame: Emily Bloom
Roto: Holly Horter, Meshmerising Media