Acura is hoping that its big-budget ad campaign for the new TLX will help it overhaul its “nondescript reputation,” according to Mike Accavitti, Acura’s brand manager. Accavitti said the new TLX, which replaces both the TL and TSX, should help revive a brand image that has gone stale. The ad campaign for the TLX will be Acura’s biggest ever, even topping that of the redesigned MDX.
Accavitti remarked that the TLX is a brand-new nameplate, so they need to tell consumers “what a TLX is.” The ad campaign is aiming to convey driving excitement with the tag line “It’s that kind of thrill” while featuring the engineering effort for new TLX.
An early version of a 60-second spot features shots of the TLX cruising across the desert or managing corners at Honda’s r&d center in Ohio. The action is set to Sid Vicious’ cover of the Frank Sinatra standard “My Way.”
Accavitti disclosed that the idea for the campaign was born from a meeting between his marketing team and Acura engineers in Ohio. Ed Beadle, senior marketing manager at Acura, the brand banked around 13 video clips that it can edit into shorter spots for TV and online.
The ads will underscore the TLX’s sporty performance and/or technologies like Siri Eyes Free iPhone integration or its all-wheel-drive system. The campaign was made by Mullen, a Boston-based agency that led creative on the MDX launch.
Around 40 percent of the TLX campaign’s media budget is allocated for broadcast TV as well as online streaming video of those programs. Acura will have “My Way” run on 25 cable networks starting Sunday. Almost a third of the advertising budget is earmarked on digital ads, while 21 percent will be allocation for buying time on sports broadcasts, like a month-long sponsorship of college football highlights on ESPN.
The rest of the budget will be spent on print ads, out-of-home and other areas. Acura will also implement a video “roadblock” on Facebook in August, which is estimated to reach every Facebook user. Acura is also planning homepage takeovers on yahoo.com and msn.com.
Acura is targeting existing customers as well as those who previously owned Acuras but left the brand. Acura is also targeting customers from luxury and mainstream brands.