Acura Rolls Out American-made NSX Supercar with Super Bowl Commercial

Official release from Acura Media Newsroom:

Jan 29, 2016 – TORRANCE, Calif.

  • Iconic Van Halen song infuses high-voltage energy into NSX rollout
  • Comprehensive activation includes social media sweepstakes, enabling consumers to experience the NSX
  • Acura is one of the first brands to use Twitter Conversational Video to launch Super Bowl spot

Acura is showcasing the next generation NSX, the only supercar made in America, to the soundtrack of an iconic American rock song in a new commercial that will debut during Super Bowl 50. The high-energy vocal effects of the Van Halen classic Runnin’ with the Devil provide the powerful beat for the Acura commercial that will appear during the first quarter of the big game. The spot is a showcase of the Precision Crafted Performance brand direction that is core to the Acura brand and vividly represented in the NSX supercar.

The new Acura Super Bowl commercial is posted to Acura.com and Acura social media channels for previewing before the big game and is augmented with a series of unique social media activations and live experiences, including one of the first applications of Twitter Conversational Video to launch a Super Bowl spot.

“In our Acura commercial, we wanted to convey the excitement of the NSX to a big Super Bowl audience,” said Jon Ikeda, vice president and general manager of Acura. “The high energy visuals are complemented by a big rock anthem, giving viewers just a taste of the emotion this new Acura supercar elicits.”

Acura Super Bowl Spot Creative Concept

Tagged with the words “What He Said,” the Acura Super Bowl commercial demonstrates the NSX is better described through raw emotion than words alone. This is the first time Van Halen has released Runnin’ with the Devil for use in advertising. The 30-second visual tour de force relies on the elegant design and powerful inner-workings of the NSX, with Runnin’ with the Devil building softly in the background, before erupting in a powerful crescendo through rapid-fire vocals – hollers and screams responding to every camera movement across the intricate details of the NSX.

The color palette of the NSX Super Bowl commercial is a deliberately vibrant red, white and blue, a celebration of the all-new 2017 NSX, the only supercar designed, developed and manufactured in the U.S. Exclusive global production of the NSX is set to begin this spring at the new Performance Manufacturing Center in Marysville, Ohio1. Acura was the first international luxury nameplate to develop and manufacture products in America.

Social Media and Digital Activations and NSX Experience

Acura’s social media activations culminate in delivering a Precision Crafted Performance experience. Through Twitter Conversational Video, viewers generate a pre-populated tweet featuring the 30-second commercial, which when shared using #DriveAcuraNSXContest and tagging a friend, will enter them into a sweepstakes for a VIP NSX driving experience. The sweepstakes will also be accessible via the Acura Twitter and Facebook pages.

Extending to the digital space, the brand will unveil a 60-second version of the Super Bowl commercial and a countdown clock beginning Jan. 29 that leads to the Feb. 25 launch of the Acura NSX online vehicle configurator. The NSX configurator will enable potential customers and fans alike to design and build their dream NSX. Additionally, starting Feb. 25, those interested in purchasing an NSX can contact an authorized Acura retailer to place their order.

The 2017 Acura NSX

Created to bring a new experience to the supercar segment, the next-generation Acura NSX challenges conventional beliefs about supercars, with cutting-edge and world-first technologies. Much as the first generation NSX did a quarter century ago, the 2017 NSX breaks the mold through a first-of-its-kind Sport Hybrid Super Handling All-Wheel Drive power unit, a multi-material body structure, advanced aerodynamics and a cockpit that supports performance driving on every level without sacrificing comfort.

Precision Crafted Performance

Precision Crafted Performance – performance delivered with incredible precision, outstanding quality and elegant, innovative engineering – defines Acura’s core character and authentic brand DNA. Acura’s Super Bowl commercial and related activations are high-profile elements in a newly-launched brand campaign that focuses on communicating Precision Crafted Performance as the Acura brand direction.

The Acura brand is committed to sharpening its focus on these core values, expressed in the dynamic capabilities and styling of Acura products, as well as in the brand’s marketing and customer experience, in order to create a more distinct and powerful image for Acura in the marketplace.

The Acura Super Bowl commercial can be viewed at Acura.com. Additional media assets and information, including screen shots, 2017 Acura NSX pricing, features and high-resolution photography is available at AcuraNews.com. The spot was created and produced by MullenLowe, agency of record for Acura.

[Source: Acura]

Acura NSX – “What He Said” Super Bowl Commercial

Acura’s Super Bowl 50 commercial featuring the 2017 NSX is out early, check out the 30-second spot and extended version below:

“Precision Crafted Performance is back, kicking and screaming, in the all-new 2017 Acura NSX. Watch our Big Game commercial now and you might just find yourself saying What He Said. See how our NSX innovations run through every car we make at http://nsx.acura.com, and create your own NSX starting 2/25/16.” – Acura via YouTube

The song featured in the commercial is “Runnin’ With The Devil” by Van Halen. Click here for the full press release.

[Source: Acura via YouTube]

Acura NSX Super Bowl 2016 Commercial Teaser

Here’s a short teaser for Acura’s upcoming commercial that will run in this year’s Super Bowl 50. The spot is connected with Acura’s new “Point of View” brand campaign and will focus on the NSX and its North American roots. Watch for the ad during the first quarter broadcast of Super Bowl 50 on February 7.

[Source: Acura]

Acura Launches New “Point of View” Brand Campaign

Official release from Acura Media Newsroom:

Acura Launches New Brand Campaign Touting Precision Crafted Performance DNA

Jan 14, 2016 – TORRANCE, Calif.

  • New brand campaign reintroduces Precision Crafted Performance as the Acura’s core promise to its customers
  • 60-second TV commercial kicks-off Jan. 17 during NFL AFC playoffs
  • Breakout actor Michael B. Jordan joins the brand as official voice of Acura

Acura today announced the launch of a new marketing campaign centered on the reintroduction of Precision Crafted Performance as the brand’s core promise and new advertising theme. The announcement of the new, multi-platform marketing campaign comes as Acura prepares for the launch of the highly anticipated next-generation NSX supercar and the celebration, on March 27, 2016, of its 30th anniversary as a leading luxury automotive brand.

The Acura “Point of View” brand campaign debuts during the NFL AFC playoffs with a sixty-second spot highlighting the brand’s unique philosophy to developing vehicles; sharing the incredible precision, quality and innovative engineering that goes into every detail.

“There is no more clear promise for the Acura brand than Precision Crafted Performance,” said Jon Ikeda, vice president and general manager of Acura. “We’re committed to infusing this core Acura promise into every facet of our products and the customer experience, including our marketing voice. The new Acura NSX supercar, which anchors the launch of the campaign, is a pinnacle expression of our DNA and demonstrates how we will deliver on those core values.”

The new brand campaign also represents the debut of the official new voice for the Acura brand’s national broadcast advertising: breakout actor Michael B. Jordan, star of the new Rocky sequel film Creed and television’s The Wire and Friday Night Lights, among other film and TV roles.

“Michael B. Jordan is recognized for the passion he brings to his roles and we are thrilled to have him represent the Acura brand and give energy and voice to our focus on Precision Crafted Performance,” said Leila Cesario, manager of national advertising for Acura.

The new brand campaign will include a multi-channel rollout on Acura digital and social media platforms including placements on ESPN.com, Yahoo! and Facebook. The campaign will also extend into Super Bowl 50, where Acura will run a spot during the first quarter focused on the NSX and its North American roots.

Amplifying the Precision Crafted Performance direction is the debut at this week’s 2016 North American International Auto Show in Detroit of the Acura Precision Concept, a new and thrilling expression of Acura’s future design and technology direction. The “Point of View” spot was previewed to automotive industry leaders during the brand’s press conference.

The launch of the new campaign comes as Acura looks to celebrate its 30th anniversary this spring, 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.

[Source: Acura]

Video: Acura “Oh What Fun It Is To Drive” Holiday Commercials

The “Oh What Fun It Is To Drive” themed commercials are back this holiday season to promote special offers on the 2016 ILX, 2016 RDX, 2016 MDX and 2015 TLX. Visit acura.com to explore current offers.

Last season’s theme song, “I Wish It Was Christmas Today” performed by Julian Casablancas is once again featured in both ads. See the two 30-second spots below:

[Source: Acura via YouTube]

Acura Highlights Safety in New Advertising Campaign

Official release from Acura Media Newsroom:

Acura Underscores Industry-leading Safety Performance with Emotional New Marketing Campaign

Oct 15, 2015 – TORRANCE, Calif.

  • Acura is the first and only automotive brand to earn 5-star Overall Vehicle Score from the NHTSA and TOP SAFETY PICK+ rating from the IIHS across its model line
  • High impact and emotional national advertising campaign brings to life Acura’s dedication to safety performance
  • The brand’s first-of-its-kind campaign launches digitally on Oct. 15 and on national broadcast television on Oct. 18

Acura has taken a safety leadership position as the only automotive brand to earn a 5-star Overall Vehicle Score in the NHTSA New Car Assessment Program (NCAP) and a TOP SAFETY PICK+ rating from the Insurance Institute for Highway Safety (IIHS) across its entire model line1. Based on the brand’s commitment to the latest safety design and implementation of advanced safety and driver-assistive technology, Acura earned top overall safety ratings from the U.S. government and the IIHS across its model line. Acura will showcase its leadership in a new high impact and emotional national advertising campaign (https://www.youtube.com/watch?v=2zzqtX514-Y&feature=youtu.be) highlighting the brand’s dedication to safety performance.

“At Acura, safety has been a part of our engineering culture and DNA since the inception of the brand nearly 30 years ago, something affirmed by these industry-leading safety ratings,” said Jon Ikeda, vice president and general manager, Acura division. “The national advertising campaign illustrates the passion we have for not only achieving safety leadership but also the motivation behind our safety efforts.”

This is the second time in Acura history that the brand has achieved industry-leading safety status by earning the highest available ratings from both NHTSA and IIHS at the same time across in its lineup. In 2009, Acura was the first brand ever to simultaneously earn top safety ratings from NHTSA and IIHS across the model lineup. Additionally, Acura was the first automotive brand to introduce advanced driver-assistive technology to the luxury market by offering autonomous emergency braking (AEB) with the introduction of its Collision Mitigation Braking System (CMBS) on the 2006 Acura RL.

“Building upon the robust ACE™ body structure, we have achieved a new level of occupant protection and with AcuraWatch™ we help the driver mitigate, and at times avoid, collisions,” said Chuck Thomas, chief engineer automotive safety, Honda R&D Americas, Inc. “Looking ahead, our research in advanced automated driving technology has the potential to help realize our dream of a collision-free mobile society, perhaps within the next few decades.”

Acura safety leadership is further highlighted by the fact that the brand is the only automaker to offer all three advanced technology features (Front Collision Warning, Lane Departure Warning, and Rearview Camera) recommended by the NHTSA on all of its models, delivered in the AcuraWatch™ suite of safety and driver-assistive technologies2.

Additionally, Acura is the only brand in the industry to receive the top rating of “Superior” across its model line1 for its front crash prevention technology.

Acura’s Safety Advertising Campaign

While other luxury automotive brands use close call scenarios and crash demonstrations to depict safety messages, Acura is taking a more emotional approach with its safety campaign by focusing on the brand’s philosophy of putting people first. The initiative is the first emotionally-driven safety campaign for the brand.

In an integrated campaign, including :15, :30 and :60 spots; digital advertising and a dedicated landing page, the viewer sees an Acura engineer prepare for a controlled laboratory safety test and load human-like figures into an Acura MDX. The figures, a man; woman and two young children, are the engineer and his family. As the car accelerates, the camera cuts back inside the car to reveal the passengers have been traditional crash test dummies all along; the engineer envisioned the figures as his own family.

The spot cuts away from the safety test and displays the message: “When you don’t think of them as dummies, something amazing happens.” The spot ends by promoting the brand’s achievement in earning top overall safety ratings across its entire model line.

“We wanted to capture how our Acura engineers believe safety transcends technology; it’s really about putting people first,” said Leila Cesario, national advertising manager, Acura division. “As safety is the third top purchase consideration for luxury buyers, an emotional campaign like this illustrates how important safety performance is for Acura and luxury buyers alike.”

The campaign includes placement on national network and cable television, major web portals, video streaming and digital lifestyle verticals.

1IIHS Top Safety Pick+ claim applies to 2016 model year vehicles except TLX, where only the 2015 TLX has been tested.  Government 5-Star Safety Ratings are part of the National Highway Traffic Safety Administration’s (NHTSA’s) New Car Assessment Program (www.SaferCar.gov).

2Information about crash avoidance technologies as part of the Government 5-Star Safety Ratings program can be found at www.SaferCar.gov.

[Source: Acura]