Created by Acura’s agency of record, rp&, a division of RPA, the campaign relied on visual metaphors to communicate the refined yet bold performance of the 2012 Acura TL sedan—”aggression in its most elegant form.”
Two 30-second TV and in-theater spots (“Football Player,” “Skier”) featured two well known athletes: Detroit Lions football player Calvin Johnson and 2010 Olympic gold medal winning skier Ashleigh McIvor. Johnson and McIvor were made over into their most elegant selves to represent the aggression and elegance inherent in the luxury TL.
“2012 has been an exciting year for Acura with the launch of the all new Acura ILX and RDX, the long awaited NSX Concept and most recently, the RLX Concept, Acura’s new flagship sedan,” said Mike Accavitti, Vice President of National Marketing Operations. “We are honored to add Nielsen’s award to that list as we continually strive to create campaigns that further Acura’s brand philosophy of innovation and advancement.”
Acura’s first-ever national Super Bowl ad “Transactions” http://cot.ag/Hm45bu, featuring Jerry Seinfeld and Jay Leno in a battle against one another for the first NSX, also created significant buzz for the brand this year capturing more than eighteen million viewers on YouTube alone. The announcement to resurrect the NSX has generated a lot of attention to the Acura brand and our products,” said Mike Accavitti. “The NSX is the ultimate expression of advanced performance through engineering efficiency which lies at the core of Acura’s own unique DNA and further promotes our focus of human-centered synergy.”
The only awards program measuring effectiveness of automobile TV ads, the Nielsen Automotive Advertising Awards are based on response data from 2.5 million viewers of national television advertising collected by Nielsen. Nielsen measures the effectiveness of every ad and product placement on 24 measured networks. All national auto ads that began airing in 2011 were eligible for the award.
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 RL luxury performance sedan, the TL performance luxury sedan, the TSX Sport Wagon and sedan, the RDX luxury crossover SUV, the MDX luxury sport utility vehicle and the ZDX four-door sports coupe.
rp& is a full-service marketing communications division of RPA, headquartered in Santa Monica, Calif. Established in 2008, rp& has been responsible for the development of all Acura National, Regional, Online and Event Marketing communications. For more information, visit http://rp-and.com/.