2014 Acura MDX Ad Campaign Underscores Brand's Big Ambitions


  • 2014 Acura MDX Picture

    2014 Acura MDX Picture

    The 2014 Acura MDX ad campaign targets Lexus, BMW and Mercedes-Benz. | June 24, 2013

Just the Facts:
  • The new advertising campaign for the 2014 Acura MDX underscores the brand's attempts to take on Lexus, BMW and Mercedes-Benz.
  • Acura is pitching the redesigned MDX as the "world's smartest luxury SUV for mankind."
  • The "Extremely New MDX — Made for Mankind" campaign debuted on Monday.

TORRANCE, California — The new advertising campaign for the 2014 Acura MDX underscores the brand's attempts to take on Lexus, BMW and Mercedes-Benz.

Acura is pitching the redesigned MDX as the "world's smartest luxury SUV for mankind." The campaign clearly hopes to change consumers' perception of Acura next to its major German and Japanese rivals.

The "Extremely New MDX — Made for Mankind" campaign debuted on Monday. The MDX went on sale on June 20.

"If your quest is to build the world's smartest luxury SUV for mankind, you must hold yourself to the standard of mankind," said the text accompanying the video.

The moody TV commercial features an unnamed female narrator saying: "Man is a determined creature. No matter the circumstance, opposition, or even understanding, there is an inherent calling to seek, push, improve transcend. It's a perpetual process, a necessity of the human spirit that inspired our own evolution. Because if your quest is to build the world's smartest luxury SUV for mankind, you must hold yourself to the standard of mankind."

This is the first campaign from Mullen and MediaVest since the two agencies were hired by Acura in March.

Gary Robinson, manager of Acura national advertising and brand, says the new ads will "consistently elevate the brand's prestige."

Acura did not say what it is spending on the new ad campaign.

Edmunds says: Will consumers buy the premise that Acura has vaulted from premium into true luxury territory with the redesign of the 2014 Acura MDX?

Comments

  • autosoc autosoc Posts:

    Comments on the MDX aside, I am surprised by Acura's use of non-gender neutral language. Some might argue "mankind" excludes women. I am not sure Acura has the sales and marketing luxury to exclude women. Why take chances alienating potential buyers? And then bringing evolution into the campaign as well seems dangerous! Of course, maybe everyone will be distracted by Paula Deen.

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