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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 Integra to make its racing debut at Pikes Peak Hill Climb

Acura is headed to this year’s Pikes Peak International Hill Climb with a bevy of race cars. Most notable of all is a Pikes Peak-prepped Acura Integra — yes, Acura is already getting the Integra out there for some racing. Beyond the new hatchback making its motorsports debut, Acura is also bringing two TLX Type S race cars and two NSX Type S racers. For the icing on the cake, an NSX Type S will be serving as the official pace car for Pikes Peak this year, too. This particular running of Pikes Peak is special, for itÂ’s the 100th running of the event. The first hill climb at Pikes Peak took place all the way back in 1916; the race went on hiatus during the world wars. As for the cars themselves, Acura provided the greatest detail on the Integra. Modifications include upgraded brakes, new suspension, an HPD differential, wider (and lighter) 18-inch HRE wheels and 245-section-width Pirelli slick tires. The 1.5-liter turbocharged four-cylinder and six-speed manual transmission remain untouched, so itÂ’ll be heading up the hill with the stock 200 horsepower and 192 pound-feet of torque. However, weÂ’ll note the this Integra is sporting some extra-large exhaust tips out the rear, so Acura has clearly done something with the exhaust. The livery for the Integra is an homage to AcuraÂ’s first endeavor into motorsports where the first-gen Integra competed in IMSA and won the 1987 and 1988 championships. Pikes Peak rookie Paul Hubers will pilot the Integra up the hill for Acura. As for the other cars, Acura says that both the NSXs and TLXs are fully prepped for Pikes Peak with plenty of modifications, but doesnÂ’t go into detail about them. The NSX Type S will be trying to beat the previous record set by an NSX in the hybrid fuel class. All of these Acuras, and the rest of the field, will be running up the hill on June 26. Relates video:

Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.