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.
Show full PR text
Acura Introduces New Campaign for the 2014 MDX Entitled "The Extremely New MDX - Made for Mankind"

Acura today unveiled a new multi-channel advertising campaign for the all-new 2014 MDX entitled "The Extremely New MDX - Made for Mankind." The campaign highlights the complete technical transformation of the MDX and centers around the idea of "Made for Mankind," a concept designed to highlight the unique engineering and design philosophy at the heart of all Acura vehicles - the synergy between man and machine.

Through this new campaign Acura has set out to identify not only what makes the "Extremely New MDX" different, but how it harnesses technology to create a seven-passenger luxury SUV that connects the Acura driver to the car, to the road, and to the world around them in new and exciting ways.

The new, multi-platform MDX campaign will be seen on premium national and local television programming, in high-impact online video and digital experiences, in proprietary location-specific mobile media, in conversation-driven social media, in high-profile out-of-home locations and in upscale print publications. The emphasis is on video and digital content, beautiful films that will be distributed and shared in multiple environments: TV, tablet, PC, social, mobile and cinema.

There are three distinct video concepts as part of the campaign.
-"Human Race" is the anthem spot evoking Acura's dedication to creating vehicles performing in harmony with the driver.
-"Re-Invention" depicts how the MDX has been completely re-thought and improved to the point that the only remaining component of the previous generation model is a small metal bracket.
-"Choose," focuses on the 2014 MDX's all-new Integrated Dynamic System (IDS) with three driving modes: Sport, Normal and Comfort. IDS adjusts steering effort, throttle response, SH-AWD performance and Active Sound Control to suit the tastes of the driver.

"The all-new 2014 MDX is the benchmark for luxury SUVs. We've advanced the current MDX's already great dynamic performance, while improving fuel efficiency and luxury comfort and styling," said Mike Accavitti, senior vice president of automobile operations at Acura. "The new MDX campaign captures Acura's unique perspective on luxury defined by the quality of the driving experience, where the vehicle performs at the will of the driver."

Acura partnered with its new creative agency-of-record Mullen (Boston and LA) and with MediaVest, the new media agency-of-record for the brand, in the development of the new campaign. This is the first campaign from Mullen and MediaVest since the agencies were hired in March of this year.

"The most emotionally resonant big ideas are born from an absolute truth about a brand, and Acura's own designers and engineers will tell you, everything they consider and eventually create starts with the human beings behind the wheel," said Gary Robinson, manager, national advertising and brand at Acura. "Luxury as the result of synergy between man and machine. That harmony was our guide - and all of our work will seek to tell that story in ways that consistently elevate the brand's prestige."

The 2014 MDX went on sale at Acura dealerships nationwide on June 20, 2013. Built on a completely new platform, the seven-passenger 2014 Acura MDX offers outstanding ride comfort, a more versatile and luxurious cabin, increased fuel efficiency, advanced connectivity and exceptional dynamic performance. The MDX is also being offered for the first time in a more affordable and even more fuel-efficient two-wheel-drive configuration.

To view the materials for the new MDX campaign, please visit acuracampaigns.com. Link to the "Human Race" TV spot at: http://youtu.be/mEZPH_YoJhY

About Acura
Acura offers a full line of technologically advanced performance luxury vehicles through a network of 272 dealers within the United States. The Acura lineup features six distinctive models including the all-new MDX luxury sport utility vehicle and RLX luxury flagship sedan, the TL performance luxury sedan, the TSX sedan and Sport Wagon, the ILX compact luxury sedan, and the RDX luxury crossover SUV.


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    • 1 Second Ago
  • 106 Comments
      ClementZ
      • 1 Year Ago
      I don't understand why Acura would spend so much money to advertise what is already (IIRC) their best-selling vehicle.
        360_AD
        • 1 Year Ago
        @ClementZ
        The campaign is not specific to the new MDX. It's the new way forward, a new look and new way to present and position the brand as a whole. The MDX just happens to be the first due to timing. You will eventually see other new or refreshed Acura models advertised in similar fashion as they are released. That is how advertising works.
      PSiMac
      • 1 Year Ago
      Beautiful ad, unattractive vehicle. If I was running Acura, I'd spend some of that money to redesign the fugly grille that plagues all modern Acuras. Then I'd hire a decent designer. This new MDX has horrible lines! Droopy-ass, a disproportional side profile and over-designed headlights. When Hyundai makes way better looking SUVs than you do, it's time to close up shop. No hail-Mary ad campaign is going to save you.
      nettsu
      • 1 Year Ago
      reminds me of the original infiniti ads
      Aryan
      • 1 Year Ago
      The MDX is a great looking SUV
      550PlusX5
      • 1 Year Ago
      You know when a product sucks is when they spend tons and tons of money on marketing telling you how good it is. Kinda like what Microsoft did with Windows Vista....
        • 1 Year Ago
        @550PlusX5
        [blocked]
        knightrider_6
        • 1 Year Ago
        @550PlusX5
        yeah, it makes sense. Look at BMW and Audi.
      pynch0n
      • 1 Year Ago
      the new MDX is getting widely positive reviews from the automotive press, so maybe you whiners might want to try test driving one before gracing us with your verbal diarrhea. opinions on Acura's designs is purely subjective, but what is not subjective is that the brand consistently produces cars that come loaded with features for less money than their german counterparts, along with top safety ratings and the highest resale value of any luxury brand.
      RetrogradE
      • 1 Year Ago
      There was a time when I would've gotten an Acura tattoo. . . they could do no wrong IMO. Reliable, lux, power, etc--all the stuff that I liked in a car. Then my TL tranny crapped the bed three times, the new models got ugly (and uglier still), and Acura lost their "value" proposition with their competitors. They need to get back to basics if they want to sell cars--not these fancy-pants-ads.
      MjB
      • 1 Year Ago
      HA! "World's Smartest SUV"?!? Uhhh, Isn't the MDX just a retooled CR-V? The Acura styling is getting to be out there with Lincoln....
        knightrider_6
        • 1 Year Ago
        @MjB
        You mean how A8 is retooled Passat?
          knightrider_6
          • 1 Year Ago
          @knightrider_6
          @stevefazek aren't you the same idiot who said RDX is a CRV with leather?
          • 1 Year Ago
          @knightrider_6
          [blocked]
          stevefazek
          • 1 Year Ago
          @knightrider_6
          besides a few switches what does an A8 share with a passat? NOTHING
          • 1 Year Ago
          @knightrider_6
          [blocked]
        Brex
        • 1 Year Ago
        @MjB
        RDX.
      • 1 Year Ago
      [blocked]
        Racerman967
        • 1 Year Ago
        Because other manufacturers built MDX clones.
        • 1 Year Ago
        [blocked]
          • 1 Year Ago
          [blocked]
          • 1 Year Ago
          [blocked]
      kuntknife
      • 1 Year Ago
      Call me old school, but I still think that building exciting vehicles is how you sell them, not through advertising.
        360_AD
        • 1 Year Ago
        @kuntknife
        But before you can convince someone to get behind the wheel to see how exciting the cars are, what do you do? Ah... advertising.
      GT11
      • 1 Year Ago
      Cue the PC literalists denigrating Honda for using mankind vs. human kind. A municipality near me was called out on this same thing many years ago for their motto of "serving mankind" and ultimately they caved to the pressure and changed it to "serving humankind".
      Adam Basilio
      • 1 Year Ago
      What I really don't understand is the criticism, people, this is a suburbia mobile, not made for those that love cars or design, the same people that buy this we're the people buying a 70k Chevrolet Tahoe called an Escalade. They don't care, the just don't want to be seen in the same dealership as your average Joe, this car is terrible, for us at least however, for stay at home parents, who's household income in well over 120k a year this is perfect.m The people who buy these types of cars don't know what an Integra or NSX ever were. P.s. the sales of these cars hopefully fund the building of cars we would rather drive.
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