Hoovey689

iTrader: (16)

2014 Acura MDX ad campaign the most expensive in brand's history

Gallery:
http://www.autoblog.com/photos/2014-...photo-5985261/

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.


http://www.autoblog.com/2013/06/24/2...*****-history/

Sens4Miles

Seems like a waste to me. The MDX is one of their best sellers. They don't necessarily need to advertise the crap out of it for it to sell. It will sell and sell well, as it always has. They should invest that $78 million in a new TSX platform instead

LexFather

Its like the 2013 version of Infiniti's "rocks and trees".....

I can't believe the NEW ad agency created this...

mordecai

Kinda liked it. But "the Extremely New MDX", really?

GiantsFan

iTrader: (9)

Didn't have anything to do with the car... Fail

-J-P-L-

Yeah, I saw that and rolled my eyes. Is this compensating for what looks like only a slight evolution in design? And IMO I think the outgoing design was much better.

mordecai

Yeah, "extremely awkward" wording there lol. But I disagree with you the last part. I think the new MDX looks a lot better, even if it's a clear evolution of the previous generation. This commercial isn't too bad if you look at it as a setup commercial for the new ad campaign (if that's what it is)

bruce van

Made for mankind....really?

This campaign looks like its going to crash and burn.

Acura needs to build better looking cars, not try to market themselves into a better position. What a waste of money.

jwong77

At least they stopped using "Advance". I mean at least "Made for Mankind" is true.

I8ABMR

I find myself saying " I can't believe " or "WTF" when I talk about Acura over the last few years

IS350jet

Unbelievably boring, unexciting, drab, plain, uninspiring, and lackluster. This is how Acura expects to sell cars? I thought they changed marketing companies. This is the same old crap as always.

GS3Tek

iTrader: (8)

Extremely new is more powerful than ALL NEW

I agree-that was the lamest slogan ever. And to come from acura was just salt on the wound.

Well who else is a car made for??? WTH was acura thinking?

Man, stupid acura spent that much for so many bad ideas in this commercial

mmarshall

So...after clearly wasting money developing the failed ZDX, more money on the ILX, and more money on the new RDX, they then turn around and decide to waste even MORE money on ads for what is currently one of their best-sellers and probably doesn't need ads?

And people wonder why this company has problems

My0gr81

Perhaps they needed the tax write off from the profits on the Honda side?

LexBob2

All car companies try different ad campaigns to try and cut through the clutter. Some work and some don't. They move on and try other things. This is no different.