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Acura Debuts 2018 TLX with 'What A Ride' Marketing Campaign

- 2017-04-11

New York

  • Innovative, mobile-first campaign created entirely using vertical video
  • Multi-platform marketing initiative introduces refreshed and significantly enhanced 2018 Acura TLX performance luxury sedan
  • New creative features vibrant track "The Movement" by hip-hop recording artist and producer Kid Ink: https://www.youtube.com/watch?v=KKLubuI8QTc

Coinciding with the world debut of Acura's refreshed and significantly enhanced 2018 TLX performance luxury sedan, Acura today debuted a new integrated, mobile-first marketing campaign titled, "What A Ride."  

The "What A Ride" campaign takes viewers on a color-rich, visually dynamic and unexpected journey filled with lightning-fast imagery and thought-provoking language. The campaign is set to hip-hop recording artist and producer Kid Ink's hypnotic anthem, "The Movement."  

The 2018 TLX marketing campaign continues the brand's Precision Crafted Performance messaging with high-energy, a bold color pallet as well as a modern and youthful look and feel. The creative showcases the sedan's sporty and aggressive attributes, including the new TLX A-Spec with signature red leather seating, precision handling capabilities, Apple CarPlay and Android Auto integration, and AcuraWatchTM suite of active safety and driver assistive technologies, all standard equipment on all 2018 Acura TLX models. The campaign aims to broaden the appeal of the TLX to younger buyers by showcasing these new performance, technology and styling enhancements inside and out, and by focusing on the new A-Spec model throughout the creative, with guest appearances by Acura's acclaimed supercar, the 2017 Acura NSX.

"Building on the success of the MDX campaign, we're launching TLX with a dynamic and energetic approach that features rich colors and bold sounds," said Jon Ikeda, vice president and general manager, Acura. "Over the past year, we've established a unique and consistent voice that is resonating with consumers and differentiating our brand."

TLX Gets Creative

The 2018 TLX campaign features several commercials illustrating the many new aspects of the performance sedan, culminating with the campaign tagline: "What a Ride."

"Geek + Chic" (https://www.youtube.com/watch?v=KKLubuI8QTc) highlights Acura's approach to performance, using the TLX to demonstrate what happens when you combine high-level engineering with a love for driving to create one-of-a-kind experiences behind the wheel. The alluring A-Spec, with its emotional styling and sport tuning, is prominently featured.

"Wild + Things" (https://www.youtube.com/watch?v=_CCRtMWfCpc) introduces the sleek TLX A-Spec model alongside the NSX supercar for a high-performance family outing.

"Warp + Speed" (https://www.youtube.com/watch?v=HHNtO3wSg8U) shows off the TLX's precision-handling and superior control with heart-pounding driving footage. Features like the Integrated Dynamic System's four distinct driving modes and Acura's Super Handling All-Wheel DriveTM and Precision All-Wheel Steer technologies are front and center.

"Force +Field" (https://www.youtube.com/watch?v=qcVFyKBVi7Q) focuses on Acura's suite of active safety and driver-assistive features, known collectively as AcuraWatchTM, through both symbolic imagery and unique demonstrations that align with the tryptic story arcs.

Vertical Approach: Mobile-First

With content on digital platforms – largely mobile – set to outpace traditional TV in 2017, Acura's creative approach has evolved based on consumer habits. For the 2018 TLX campaign, Acura is embracing an innovative, mobile-fist rollout approach. The entire "What A Ride" campaign was shot with vertical cameras, leading with social media creative techniques to generate content that is not compromised when translated to mobile. This same content works across horizontal formats, like television, by simply dividing the screen into three, relying on triptych story arcs and provocative word pairings to express the multi-faceted and dynamic nature of the TLX – and the Acura brand.

The TLX media campaign will focus on raising widespread awareness and excitement for the new model, while targeting will drive consideration amongst TLX's best prospects. Consumers will see TLX across Acura's premium networks in Cable TV and premium environments in online video. Local TV efforts will boost awareness in Acura's key sales markets and among Hispanic consumers. Acura will continue to employ a data-driven approach to reach key shopping prospects by pinpointing in-market households through Addressable TV.

Digital and social efforts surrounding the 2018 TLX will also be targeted to custom shopper profiles, engaging prospective shoppers online, on mobile, and on social. Through various high impact, immersive opportunities such as Tapad's mobile vertical video, Facebook canvas and carousel ad units, and Snapchat's Snap Ads web view ad opportunity where users can actually learn more about and engage with the TLX, Acura will have the ability to not only prioritize messaging based on consumers' interests and needs, but also connect with them in an entirely new way.

The 2018 Acura TLX

The refreshed and significantly enhanced 2018 TLX performance luxury sedan, launching this spring in three distinct variants, features an aggressive, sporty redesign coupled with new technology and premium features. The new TLX A-Spec package takes the sedan's aggressive new design in an even more emotional direction, further broadening the brand's appeal to younger buyers. The Acura TLX also will be one of the most technologically advanced and well-equipped vehicles in the segment with new technology features including Apple CarPlayTM and Android AutoTM compatibility, and AcuraWatch™ standard on all grades. The 2018 Acura TLX is slated to go on sale at Acura dealerships nationwide in June.

For More Information
Consumer information is available at https://www.acura.com. To join the Acura community on Facebook, visit https://www.facebook.com/acura. Additional media information including pricing, features and high-resolution photography is available at acuranews.com/channels/acura-automobiles.

About Acura
Acura is a leading automotive luxury nameplate that delivers Precision Crafted Performance, an original approach to technology and design that creates a new driving experience.

The Acura lineup features six distinctive models – the RLX premium, luxury sedan, the TLX performance luxury sedan, the ILX sport sedan, the 5-passenger RDX luxury crossover SUV, and the seven-passenger Acura MDX, America's all-time best-selling three-row luxury SUV. Last spring, Acura launched its next-generation, electrified NSX supercar as a new and pinnacle expression of Acura Precision Crafted Performance.


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