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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.

2015 Acura TLX

Immediately after landing at Washington's Dulles airport, an Acura representative handed me the keys to a 2014 TSX with fewer than 180 miles on its clock. The four-cylinder engine started and I pointed its signature beak towards a destination in Middleburg, VA. It was a curious move by the Japanese automaker, especially considering that I had flown no less than 2,300 miles to drive the discontinued vehicle's ostensible successor, the all-new 2015 Acura TLX.
Yet spending a solid 40 minutes with a sparkling-new version of the outgoing model that still smelled showroom fresh, allowed me an opportunity to scrutinize the dropped sedan and remind myself why it had never really blown me away - it was good at doing many things, but truly great at doing none.
Time with the TSX also started me thinking about the Acura TL, the second model that the TLX will effectively replace. I have better memories of the slightly larger sedan, especially the SH-AWD 6MT trim - it's a solid driver's car - but it, too, fell short in areas where competitors, including the Audi A4, BMW 3 Series, Cadillac ATS, Lexus IS and Mercedes-Benz C-Class, excelled.

2022 Acura MDX spy photos show more athletic, TLX-inspired body

Acura's first in-house crossover/SUV is finally ready for another full redesign, and these latest spy photos give us our best look yet. This 2022 Acura MDX was caught by one of our spy photographers with bare minimum vinyl wrap camouflage. As such, we can tell that the new model will be quite a bit more athletic and share many styling cues with the recently revealed TLX sedan. Starting from the front, the MDX features the pentagonal grille from the TLX. While the outgoing version has a similar grille, this one is wider and flatter. It also has headlights that fit with the grille better, adopting a more angular, slimmer shape compared to the old MDX. The grille and headlights sit higher in the front fascia, too. Combined with what looks like a longer nose, the new MDX has a more proud, upright look versus the slumped, slightly minivan-esque design of the current model. Moving around the MDX, we can make out beefier fenders that give the new crossover a wide, sporty stance. The roofline looks a bit lower than the current MDX, furthering the sportier appearance. The rear quarter window also sweeps upward now. This echoes the window line of the TLX. The rear of the MDX is the least interesting, but it still borrows from the TLX. The taillights and the squared-off exhaust tips look just like those of the sedan. Otherwise, the MDX has a fairly generic hatch. Considering how close to production this prototype is, and a leaked Acura product road map, we're expecting the MDX to be fully revealed during this year's auto show season (whatever that may be), so sometime in the fall or winter. We suspect its powertrain lineup will mirror that of the TLX with a 272-horsepower turbocharged 2.0-liter four-cylinder as the base engine, and a Type S version (confirmed by the aforementioned road map) will get a turbocharged 3.0-liter V6 making 355 horsepower. A hybrid model will probably be available eventually, too, but possibly not at launch. Versions powering the front or all four wheels will certainly be available, with the latter using the SH-AWD system Acura has become known for. Related Video: