|Campaign||Season of Reason 2011|
|Date of First Broadcast/Publication|
|Product||MDX & TL|
|Tagline||At a time when it’s easy to go overboard, Acura invites you to be smarter and over-save during the Season of Reason sales event.|
|Story|| Acura’s “Season of Reason” campaign returns for the third year featuring superstars Bette Midler and Gordon Ramsay. Developed by Acura’s agency of record, rp&, a division of RPA, the sales event campaign emphasizes the value of Acura for affluent but recession-fatigued shoppers. |
The spots, shot by The Perlorian Brothers, open with a holidaymaker making the well-intentioned announcement that they had hired celebrity talent to make for an extra-special holiday. In the spot featuring Gordon Ramsay, a woman brings the celebrity chef into her home to prepare a special holiday dinner only to find her buttoned-up family sitting in awkward silence as Ramsay chews out and fires his staff.
|Music Company / Composer||Elias Arts|
|Editing Company||Arcade Edit|
|Creative Group Head||Phillip Squier|
|Associate Creative Director||Eric Goldstein|
|Associate Creative Director||John Guynn|
|Art Director||Puja Shah|
|Executive Agency Producer||Jack Epsteen|
|Agency Producer||Carolyn Casey|
|Executive Producer||David Thorne|
|Line Producer||Josh Porter|
|Director of Photography (DOP)||Bryan Newman|
|Director of Photography (DOP)||Curtis Clark|
|Music Composer||Christopher Kemp|
|Post Production||Airship Post|
|Special Effects / VFX||Matthew Lydecker|
|Executive Creative Director||John O'Hagan|
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