2017 Acura MDX Ad Campaign Features Beck’s ‘Wow’
‘Performance Like Wow’: 2017 Acura MDX Ad Campaign Features Beck’s ‘Wow’
TORRANCE, Calif. (Sept. 6, 2016) – Acura is introducing its 2017 MDX flagship luxury sport utility vehicle through an integrated marketing campaign launching today, highlighting the vehicle’s bold exterior design and premium features, including the new “Anthem” spot: http://acura.us/MDXAnthem, set to Beck’s kaleidoscopic psych-hip hop anthem, “Wow.” The campaign tells multiple stories of how the new MDX is “Designed to Wow” and will feature numerous consumer touch points with a focus on high-profile video, custom digital and targeted TV advertising.
“The new Acura MDX is a true performance SUV, and this campaign speaks to the ‘Wow’ factor that drivers will experience when they get behind the wheel,” said Jon Ikeda, vice president and general manager of Acura.
MDX TV Spots
“Anthem” is all about energy, set to Beck’s latest surrealist smash, “Wow,” highlighting the MDX’s outstanding handling in almost any driving conditions, its performance capabilities and bold new design. The music-driven spot expresses Acura’s Precision Crafted Performance brand direction through the use of vivid colors, and generates excitement and enthusiasm through high-energy music.
The “Focus” spot (http://acura.us/MDXFocus) incorporates one of the MDX’s most important standard safety features – AcuraWatch™ – into the film with a moving representation of the benefits of the SUV’s Collision Mitigation Braking SystemÔ in an everyday driving scenario involving a father and son. The new MDX features the AcuraWatch™ suite of advanced safety and driver-assistive technologies as standard equipment on all grades.
In “Wake” (https://acura.us/MDXWake), the 2017 Acura MDX is driven through the California desert to show the SUV’s power and precise handling. And after a day spent kicking up the sand, the MDX gets cleaned-up in a way that’s as epic as the driving in the spot —a plane swoops in and drops water on the SUV while it speeds down a highway for a high-performance wash that leaves the MDX showcasing its glistening, upgraded exterior.
The MDX Gets Personal
To launch the 2017 Acura MDX, a premium video campaign including “Anthem,” “Wake” and “Focus” will air throughout September and October. The new MDX advertising will be seen on network primetime programming on NBC, built atop of a foundation of cable, late night and online video executions. To round out this high-profile video support, MDX spots will be featured on CBS NFL games for the majority of the season. In addition to general market support, the launch also will include Hispanic ads airing in select markets.
The 2017 Acura MDX
The new MDX, America’s all-time best-selling three-row luxury SUV, reflects the new Acura design direction including the adoption of Acura’s bold and distinctive new diamond pentagon grille. It also features a more sculpted hood, front fascia, front fenders and revised Jewel Eye™ headlights, the result is a more “executive athletic” appearance for Acura’s class-leading luxury SUV. Additional styling updates include new chrome rocker panel trim, a revised rear bumper and skid garnish, and the return of visible dual exhausts with bright finishers.
Acura is celebrating its 30th anniversary in 2016, marking a major milestone since launching in America on March 27, 1986, as the first Japanese luxury automotive brand. The brand debuted with the Acura Legend Sedan and Integra Coupe and 5-door under the tagline “Precision Crafted Automobiles.” The tagline evolved into “Precision Crafted Performance” with the 1990 introduction of the first generation Acura NSX.
For More Information
The Acura lineup features five distinctive models – the RLX luxury flagship 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. This spring, Acura launched its next-generation, electrified NSX supercar as a new and pinnacle expression of Acura Precision Crafted Performance.