Michael B. Jordan helps Acura take it, break it, remake it

Mullen Lowe spots introduce new brand voice, plus a new tagline that's rooted in the past

Japanese luxury automotive brand Acura debuts a new official voice, actor Michael B. Jordan of "Creed" fame and "The Wire" (as well as "Fant4stic Four"), in the first of a planned series of ads touting the make’s "Precision Crafted Performance," an homage to the "Precision Crafted Automobiles" tagline under which Acura launched in the US 30 years ago.

The spot is a mashup of roads and tunnels and engineers and adventures spliced with quick cuts and aphorisms, some of which rhyme better than others. "Take it, escape it, race it"?