Acura experiments with real-time ad edits for March Madness

Dive Brief: Acura is launching a new campaign for March Madness called the "Less Talk Sports Network" to support its broader "Less Talk, More Drive" brand platform, per a company press release. ESPN basketball analyst Jay Williams and comedian Seaton Smith will host the show in these new spots. The actors will give pre- and post-game analysis in 30 seconds with as few words as possible. The ads will run on sports sites including ESPN and Turner Sports, as well as across social media platforms Facebook, Instagram, Reddit and Giphy. Acura will update the creative in real-time within the brand's homepage takeovers on ESPN, based on results of the games. On social media, the brand will release real-time game reactions that fans can share as GIFs.

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