In Magic, Lemonade and Slide, Acura hands the keys over to Staples, a Long Beach, Calif. native, as he showcases the next-gen Integra’s striking five-door design, premium interior and emotional, turbocharged performance. Staples was key in bringing Your Turn to life, from collaborating on the visuals, to aligning the campaign’s look and feel with his music, all while inspiring drivers to get behind the wheel and make the next-gen Integra their own.
“Partnering with Acura for the debut of the new Integra gave me a chance to combine my love of cars, culture, storytelling and the experiences accessible travel brings us,” says Vince Staples. “In this campaign we really wanted to celebrate the relationship between our cars and our identities but in a way the everyday consumer could relate to. Acura has strong roots in the South Bay and growing up I remember going to see the Acura Grand Prix of Long Beach, so teaming up for this launch felt really authentic and was a fun creative experience for me.”
“Vince Staples’ artistic vision and musical style align very well with Acura’s bold, youthful and challenging spirit,” said Meliza Humphrey, Senior Manager, Acura Marketing. “Vince’s latest songs, along with his influence on the campaign’s aesthetic, help showcase how much fun next-gen Integra customers can have behind the wheel in a fresh, creative way.”
The campaign will run from June 2 to Aug. 14 and is part of the brand’s broader strategy to reach younger and multicultural audiences according to MullenLowe Acura’s agency of record.