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2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.

Acura teases 17 seconds of the NSX on Vine and Instagram

Acura won't roll out the prototype NSX until August 4 when it shows up at Mid-Ohio Raceway for the Honda 200 IndyCar race, and the genuine production car isn't scheduled to arrive until 2015. Acura will, though, make the car a Vine and Instagram video star with snippets of the mid-engined roarer lapping the test track in both the dry and the wet.
After unleashing a six-second loop on Twitter's video service yesterday, it gave fans a bit more by uploading a nine-second clip on Instagram of the coupe throwing up rooster tails and sliding around bends. Best of all is the sound - it's like no Acura you've ever heard outside of a race track. You can check out both videos below.

Honda, Acura recall 450,000 cars for seatbelt issue

Honda is recalling nearly half a million Honda and Acura vehicles to address an issue that can prevent passengers from latching their seatbelts. The campaign covers most of the mainstream brand's popular family cars, including the CR-V, Accord and Odyssey. Per the company's report, normal wear and tear can cause the driver and passenger seatbelt release buttons to bind, preventing the latches from properly engaging.  "The seat belt buckle channel [sic] for the driver and front passenger seat belts were manufactured out of specification, causing interference between the buckle channel and the release button,"  Honda's report to NHTSA said. "With continuous use, the buckle channel surface coating may deteriorate over time, and the release button may shrink against the channel at low temperatures, increasing friction. This can result in issues with the seat belt buckle latching." Here is the full list of cars and model years included in the campaign: 2019-2020 Acura RDX  2018-2019 Honda Accord/Accord Hybrid  2017-2020 Honda CR-V  2019 Honda Insight  2018-2020 Honda Odyssey Honda said that the problem first surfaced back in 2019 and that the company has received more than 300 warranty claims related to the problem. No injuries or fatalities have been reported. Owners will have replacement parts installed free of charge. Honda says notices should be distributed to owners starting in April.  Related video: Recalls Acura Honda Ownership Safety