TORRANCE, Calif., June 4, 2012 — Acura has launched a comprehensive marketing campaign to debut the ILX, an all-new compact luxury sedan positioned as the gateway to the Acura brand. The Gen Y-focused campaign developed with rp&, Acura's agency of record, is designed to help usher energetic, young consumers into the luxury market with TV, digital and print advertising.
"A rich array of standard Acura features, at a starting price of $25,900, makes the ILX the ideal gateway to the luxury market and the Acura brand for a new generation of young buyers," said Mike Accavitti, Vice President of National Marketing Operations. "This campaign will serve to engage potential customers looking to complement their active lifestyles."
Featuring notable tunes from The Ting Tings and Nick Waterhouse, the two TV and in-theater ads utilize a split screen portraying synchronized Gen Yers simultaneously building their careers and social lives, winding through airports and corporate offices on one side and navigating upscale resorts and nightclubs on the other. In each ad, the character ends the journey in the driver's seat of an ILX. "Life should be equal parts responsibility and fun," says the voice-over. "Introducing the new Acura ILX. Move up. Without settling down."
"These ads capture the duality of a typical Gen Y lifestyle—working their first job and trying to make an impression while also making time to have fun and live it up," said Susie Rossick, Manager of Acura Advertising. "The Acura ILX is the kind of vehicle that can impress in any setting, and we wanted to convey that with these spots."
Both TV spots are now live on Acura's YouTube channel ("Airport", "Office") prior to their on air debut which begins June 4 with a national presence during the NBA conference finals on ESPN June 5, as well as the NBA finals on ABC on June 15 and 17. Cable TV includes networks such as G4, Spike TV, AMC and the E! channel.
Because of Gen Y's inherent interest in digital media, Acura plans to support the ILX launch with its largest-ever budget allocation to interactive media. Placements are scheduled on sites such as Xbox LIVE, Pandora and GOOD.
Consumers can also interact with the all-new ILX at Autoweek ride-and-drive weekend events this summer in Los Angeles, New York, San Francisco, Philadelphia and Chicago. Approximately 200 attendees are expected to participate each day.
Titles: "Airport" & "Office"Client: AcuraFirst Air: June 4, 2012Agency: rp&Exec VP, Executive Creative Director: John HageVP, Head of Art: Phillip SquierAssociate Creative Director/Copywriter: Jon KingArt Director: Brian HallVP, Executive Producer: Jack EpsteenProduction Company: MJZDirector: Joaquin Baca-AsayDirector of Photography:Joaquin Baca-AsayVisual Effects: A52Editorial: ArcadeEditor: Stewart ReevesMusic Supervisor: Chris Douridas"Airport" Track: Nick Waterhouse, "Say You Wanna Know""Office" Track: The Ting Tings, "Hit Me Down Sonny"