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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.

Buy a new NSX and you can put the badges on as it rolls off the line in Ohio

Acura announced today that new NSX owners now have an opportunity to see their cars being built at the Performance Manufacturing Center (PMC) in Marysville, Ohio. At the starting price of $2,700, owners can participate in the "NSX Insider Experience" in which they'll tour the factory, as well as the Honda Heritage Center. The latter of which houses a HondaJet, an iteration of ASIMO, Honda's famous humanoid robot, and other pieces of Honda history. Owners on the tour also have the chance to talk with people on the assembly line about how it all comes together, and can even install the badges on their very own cars. If that's not enough, Honda offers a few other optional extras to make the trip special. They can add a tour of the factory in Anna, Ohio, where the NSX engines are made, as well as sign up for a performance driving experience in a new NSX. The driving portion is available in two- and four-hour sessions, and it takes place at the Transportation Research Center, which doubles as Acura's NSX proving grounds. Of course these extras will add to the cost, as will bringing guests. Honda even offers help with travel planning through Acura Concierge. The service can book your flight and other travel arrangements. It will also allow you to stay at the special NSX suite at the Joseph Hotel in Columbus, Ohio. Acura didn't go into detail as to what makes the suite specific to the NSX, but we're sure it's a nice place nonetheless. NSX owners interested in the program should check out the program's website, here. For people without the means to buy an NSX, you can still get a look into the factory by checking out our visit to the facility. Related Video: Featured Gallery Acura NSX Insider Experience Image Credit: Acura Green Plants/Manufacturing Acura Coupe Hybrid Supercars

Autoblog Podcast #407

Episode #407 of the Autoblog Podcast is here, and this week, Dan Roth, Steven Ewing, and Sebastian Blanco talk about the Michelin Challenge Bibendum, the Toyota Mirai, and the BMW 3 Series falling off the Car and Driver 10Best list. We start with what's in the Autoblog Garage and finish up with some of your questions, and for those of you who hung with us live on our UStream channel, thanks for taking the time. Check out the rundown below with times for topics, and you can follow along down below with our Q&A. Thanks for listening! Autoblog Podcast #407: The video meant to be presented here is no longer available. Sorry for the inconvenience. Topics: Challenge Bibendum Toyota Mirai fuel cell 3 Series falls off Car and Driver 10Best list In The Autoblog Garage: 2015 Acura TLX 2015 Dodge Charger 392 Audi Prologue Concept Hosts: Dan Roth, Steven Ewing, Sebastian Blanco Runtime: 01:07:55 Rundown: Intro and Garage - 00:00 Challenge Bibendum - 18:32 Toyota Mirai - 28:20 C/D 10Best - 44:52 Q&A - 53:52 Get the podcast: [UStream] Listen live on Mondays at 10 PM Eastern at UStream [iTunes] Subscribe to the Autoblog Podcast in iTunes [RSS] Add the Autoblog Podcast feed to your RSS aggregator [MP3] Download the MP3 directly Feedback: Email: Podcast at Autoblog dot com Review the show in iTunes Podcasts Acura Audi BMW Dodge Toyota toyota mirai challenge bibendum