Jun 6, 2018 – TORRANCE, CA.
- Bold campaign soundtrack featuring The Rolling Stones and Motörhead
- Multichannel campaign debuts in June, along with a :60 second spot during Game 3 of the NBA Finals on June 6: https://acura.us/2JdSBs9
- All-new 2019 RDX SUV is the first in a new generation of Acura products built around Acura’s Precision Crafted Performance brand direction
- RDX is the top-selling nameplate in the compact luxury SUV segment since it launched in 2006, with cumulative U.S. sales exceeding 375,000 vehicles
A new integrated marketing campaign from Acura, “Everything We Ever Imagined and Then Some,” heralds the arrival of the first in a new generation of Acura products – the all-new 2019 Acura RDX – now on sale at dealerships across the U.S. The 2019 RDX is a modern take on the brand’s original mantra: Precision Crafted Performance. The campaign makes its television premiere in “Launch,” which airs during Game 3 of the NBA Finals on ABC: https://acura.us/2JdSBs9
“We wanted to launch the all-new RDX with a campaign that, like the RDX itself, connects to Acura’s heart and soul – Precision Crafted Performance, while at the same time expressing the excitement that all of us at Acura share surrounding this vehicle arriving in market,” said Jon Ikeda, vice president & general manager of Acura.
‘Everything We Have Imagined and Then Some’ Campaign
Led by Acura’s AOR MullenLowe, the new RDX marketing campaign traces the authentic roots of Precision Crafted Performance. From the first generation NSX and Acura’s storied motorsports history, all have helped establish the sportier design direction reflected in today’s RDX.
Staying true to the brand’s recent use of high-energy soundtracks, the 2019 RDX campaign features a bold musical score from The Rolling Stones and Motörhead, set to modern visuals and emotional storytelling that reflects the “30 years young” mindset of Acura.
The campaign elements highlight the RDX’s refined style, higher performance, powerful new VTEC® Turbo engine and all-new ultra-wide panoramic moonroof, as well as the Acura ELS Studio 3D™ premium audio system developed for Acura by Panasonic, together with Grammy-winning music producer Elliot Scheiner. Also featured in the campaign is the 2019 RDX’s premium and tech-savvy cabin experience with the first application of the Acura True Touchpad Interface™, Acura’s groundbreaking new user interface featuring the first use of absolute positioning technology in the automotive space.
“Launch” (https://acura.us/2JdSBs9) : Featuring cameo appearances by the first-generation Acura NSX and legendary Integra Type R, the 60-second debut spot highlights the brand’s performance roots, showcasing Acura’s commitment to Precision Crafted Performance through the vehicles that helped paved the way, leading to the all-new 2019 RDX. The spot also highlights additional Acura products that speak to the brand’s performance core, including: the Acura Precision Concept, second-generation NSX and Acura ARX-05 Daytona Prototype international race car. The ad is supported by Motörhead’s rendition of the Rolling Stone’s classic “Sympathy for the Devil.”
“Rainbow” (https://acura.us/2JoXZwd): The :30 spot “Rainbow” spot showcases what Acura engineers imagined in bringing the Acura ELS Studio 3D™ premium audio system to life – a 16-channel, 710-watt audio system featuring four ultra-slim Highline™ ceiling-mounted speakers creating a rich and immersive audio experience. RDX’s luxuriously appointed cabin and True Touchpad Interface™ ™ is highlighted as natural language voice commands set the spot to the Rolling Stones classic “She’s a Rainbow”.
Reflective of Acura’s audience based strategy, the RDX launch will capture consumers across platforms leveraging data driven targeting capabilities, including linear video, mobile, social and print. The campaign will be announced through high impact as well as behaviorally targeted placements, including experiential extensions, throughout 2018.
For More Information
Additional media information including pricing, features and high-resolution photography is available at acuranews.com/channels/acura-automobiles. Consumer information is available at http://www.acura.com. Follow Acura on social media at https://acura.us/SocialChannels.
Acura is a leading automotive luxury nameplate that delivers Precision Crafted Performance, representing the original values of the Acura brand – a commitment to evocative styling, high performance and innovative engineering, all built on a foundation of quality and reliability.
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, the seven-passenger Acura MDX, America’s all-time best-selling three-row luxury SUV and the next-generation, electrified NSX supercar as a new and pinnacle expression of Acura Precision Crafted Performance.
Five of the six models in the Acura lineup are made exclusively in central Ohio using domestic and globally sourced parts, including the ILX and TLX luxury sports sedans (Marysville Auto Plant), the RDX and MDX luxury SUVs (East Liberty Auto Plant) and the Acura NSX supercar, which is built to order at the Performance Manufacturing Center in Marysville, Ohio.