Acura Wins Best Luxury Campaign from Nielsen Automotive Advertising Awards

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The 2012 Acura TL campaign was awarded Best Luxury Campaign earlier this week at the Nielsen Automotive Advertising Awards event held at the 2012 New York International Auto Show.

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," 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.

Article courtesy of Acura News.

New Video Available from the 2012 New York International Auto Show!

Acura's new flagship sedan made its world debut at the 2012 New York International Auto Show. Employing an array of new Acura technologies, including the Sport Hybrid SH-AWD® system, the concept vehicle will deliver an entirely new level of performance, sophistication and comfort. In case you missed the 2012 New York Auto Show press conference, exclusive video from the event now available! 

Article and video courtesy of Acura News.

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Acura and Marvel Entertainment Announce Exclusive Co-Promotion Campaign for Marvel’s The Avengers

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Acura and Marvel Entertainment, LLC, announced today the details of their promotional campaign for this summer's most anticipated film, Marvel's The Avengers. Following the luxury automaker's integration with THOR last summer, Acura is building on its established role as the official vehicle of S.H.I.E.L.D.

S.H.I.E.L.D., the international peacekeeping agency of the Marvel Universe, has a leading role in this film portrayal of the iconic comic book series. Throughout Marvel's The Avengers,S.H.I.E.L.D. agents drive various Acura vehicles, including the MDX, ZDX and TL models; the completely redesigned 2013 RDX will make a cameo appearance. In addition, an Acura convertible sports car was created specifically for the film.

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"Acura is developing an impressive second chapter as the official vehicle of the cutting-edge S.H.I.E.L.D. organization, enabling us to reinforce Acura's brand philosophy of innovation and advancement, and leverage excitement for the new ILX, RDX and NSX supercar concept product news announced earlier this year," said Susie Rossick, Acura Brand Manager.

Acura kicked off its campaign with Marvel at the New York Auto Show on April 4, 2012, where a militarized S.H.I.E.L.D.-Edition MDX was on display with a S.H.I.E.L.D. Agent Product Specialist. S.H.I.E.L.D. Agent street teams are scheduled at PAX East, Boston and C2E2, Chicago.

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As the exclusive automotive sponsor of the world premiere of Marvel's The Avengers on April 11 at the El Capitan Theatre in Hollywood, a surprise special stunt is planned to make an impactful, red-carpet entrance. A fleet of Acura vehicles will also be used as talent transportation during the premiere.

The hub of Acura's national advertising campaign for Marvel's The Avengers, located on S.H.I.E.D.'s webpage, allows fans to immerse themselves in the world of S.H.I.E.L.D. and Marvel's The Avengers. Users can rise within the ranks of S.H.I.E.L.D. by testing Avengers-inspired technology mounted to S.H.I.E.L.D.-Edition Acura vehicles. The tests take place within different combat simulation environments that correspond with the four main characters: Iron Man, Hulk, Captain America and Thor. As users attain a specific S.H.I.E.L.D. rank, they earn the chance to win movie passes and S.H.I.E.L.D. gear, including a branded tactical flashlight, a replica Acura convertible sports car (created for and featured in Marvel's The Avengers) and a virtual keyboard. The grand prize is an all-expense-paid Tony Stark-inspired trip to New York City.

Social media will be leveraged throughout the campaign to recruit fans to test their skills at S.H.I.E.D.'s webpage. The Acura.com Avengers section will also feature Marvel's The Avengers content, including trailers and movie stills.

The advertising campaign, developed by Acura's agency of record, rp&, a division of RPA, is composed of a multiplatform media buy, retail tie-ins and national ABC screenings of Marvel's The Avengers with after-parties in select markets. The entirely new 2013 Acura RDX will be featured throughout the campaign, including a 30-second TV spot which incorporates the new vehicle with scenes from Marvel's The Avengers. The spot, "Re-re-routed" begins April 16 on spot TV, cable and sports.

Unique S.H.I.E.L.D.-themed videos will run on comic and entertainment websites such as Marvel and Rotten Tomatoes and will drive traffic to S.H.I.E.D.'s webpage.

In addition, more than 130 Acura dealers will be hosting pre-release screenings of Marvel's The Avengers in early May in their respective markets.

About Marvel's The Avengers
Marvel Studios presents "Marvel's The Avengers"—the team up of a lifetime, featuring iconic Marvel Super Heroes Iron Man, The Incredible Hulk, Thor, Captain America, Hawkeye and Black Widow. When an unexpected enemy emerges that threatens global safety and security, Nick Fury, Director of the international peacekeeping agency known as S.H.I.E.L.D., finds himself in need of a team to pull the world back from the brink of disaster. Spanning the globe, a daring recruitment effort begins.

Starring Robert Downey Jr., Chris Evans, Mark Ruffalo, Chris Hemsworth, Scarlett Johansson, Jeremy Renner and Tom Hiddleston, with Stellan Skarsgård and Samuel L. Jackson as Nick Fury, directed by Joss Whedon, from a story by Zak Penn and Joss Whedon with screenplay by Joss Whedon, "Marvel's The Avengers" is based on the ever-popular Marvel comic book series "The Avengers," first published in 1963 and a comics institution ever since. Prepare yourself for an exciting event movie, packed with action and spectacular special effects, when "Marvel's The Avengers" assemble in summer 2012.

"Marvel's The Avengers" is presented by Marvel Studios in association with Paramount Pictures. The film is being produced by Marvel Studios' President Kevin Feige and executive produced by Alan Fine, Jon Favreau, Stan Lee, Louis D'Esposito, Patricia Whitcher, Victoria Alonso and Jeremy Latcham. The film releases May 4, 2012, and is distributed by Walt Disney Studios Motion Pictures.

Article and images courtesy of Acura News.

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Acura Announces March 2012 Sales

TSX up 15 percent

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Acura today announced March 2012 new-vehicle sales of 11,166 units, a decrease of 14.6 percent compared to March 2011 based on Daily Selling Rate* (DSR). Year-to-date sales posted 30,805 units, down 4.3 percent compared to 2011.

The TSX reported 3,355 units, up 15.1 percent and the TL 2,923 units, down 29.4 percent. Total car sales reported 6,316 units, down 13.0 percent versus March 2011. The MDX was Acura's best selling model with 3,755 sales for the month, down 12.0 percent. Total truck sales tallied 4,850 units, a decrease of 16.6 percent.

*The Daily Selling Rate (DSR) is calculated with 28 selling days for March 2012 and 27 selling days for March 2011.
**Year-to-date sales based are on 77 days for 2012 and 75 days for 2011.

Article and image courtesy of Acura News.