Acura Casts Itself as Dark Horse in New Ad Campaign


  • Acura Vehicles Picture

    Acura Vehicles Picture

    The 2014 Acura RLX Sport Hybrid SH-AWD, 2015 Acura NSX prototype and 2015 Acura TLX prototype are showcased in a new advertising campaign. | February 07, 2014

Just the Facts:
  • A new advertising campaign for the 2014 Acura RLX Sport Hybrid SH-AWD, 2015 Acura NSX prototype and 2015 Acura TLX prototype portrays the Honda brand as a "dark horse" that is about to take the luxury market by storm.
  • The new television commercial will appear in the top 14 U.S. media markets during prime time network sports programming this weekend.
  • "We're moving to sharpen our focus on Acura's two incredible new sedans and on the NSX supercar as the ultimate expression of Acura performance," said Michael Accavitti, senior vice president of American Honda Motor Co.

TORRANCE, California A new advertising campaign for the 2014 Acura RLX Sport Hybrid SH-AWD, 2015 Acura NSX prototype and 2015 Acura TLX prototype portrays the Honda brand as a "dark horse" that is about to take the luxury market by storm.

A "dark horse" is a horse-racing term that has come to refer to a person or team, especially in sports or politics, that seems very unlikely to win but might nevertheless do so.

The new television commercial will appear in the top 14 U.S. media markets during prime time network sports programming this weekend. The commercial shows four robotic horses jostling for position. Seemingly out of nowhere, a real horse appears on the scene, making great strides toward the finish line.

"We're moving to sharpen our focus on Acura's two incredible new sedans and on the NSX supercar as the ultimate expression of Acura performance," said Michael Accavitti, senior vice president of American Honda Motor Co., in a statement on Friday.

The 2014 RLX Sport Hybrid SH-AWD will arrive at dealerships in the spring.

The midengine 2015 Acura NSX will launch in 2015.

The 2015 Acura TLX, which was showcased in prototype form at the 2014 Detroit Auto Show, will launch mid-year, according to the automaker.

Edmunds says: Acura isn't revealing the names of the mechanical horses, but we're guessing they're called BMW, Mercedes-Benz, Audi and Lexus.

Comments

  • lions208487 lions208487 Posts:

    I'm not a big fan of Acura at this point. However, the NSX is going to be beast, and if the TLX comes to market looking as close to the concept as possible, I will strongly consider one. The current designs might not inspire, but the 3.5 and 3.7 liter V-Tec engines are still great, and their SH-AWD system is better than most give it credit for.

  • dfelix70 dfelix70 Posts:

    Now, why didn't they invest in a spot during the Super Bowl with this ad? So much better than their previous ads. Love how each horse represents BMW, Audi, Mercedes, and Cadillac. Hard to tell without freeze-framing the video.

  • dfelix70 dfelix70 Posts:

    Freeze frame the video right at :23, and you clearly see the left horse is BMW, next is Audi, next Mercedes, and the last one on the right appears to be Cadillac but it's a bit harder to tell (only by the vertical LEDs did I think it was Caddie).

  • dfelix70 dfelix70 Posts:

    Actually, the last horse on the right is probably Lexus. Looks like those LEDs are mimicking the IS front-end.

  • typesh typesh Posts:

    It is Lexus, dfelix is correct, the LEDs do mimic the IS. At 0:30, you can see the 'L' logo on the chest of the 4th horse.

  • dfelix70 dfelix70 Posts:

    Thanks, typesh. Odd they didn't put the logo on the nose like the others (though the BMW horse has the grille on the nose and chest). Really love this commercial as it doesn't take cheap shots at the competition like Audi and Infiniti commercials tend to do.

  • I'm really looking forward seeing the TLX and RLX Hybrid in person later this year. Might be trading in my 2013 Accord Sport =)

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