Acura has begun the largest ad campaign in brand history with Sid Vicious' throbbing version of " My Way," part of the rollout of the Ohio-made TLX sedan. The 1-minute video shows the new model in action, interspersed with shots of Ohio workers at the Marysville assembly plant and Raymond research and development office. TLX, which replaces the TL and TSX, has now arrived at most dealerships, with a base price of $31,890. Early reviews in the automotive press have mostly been glowing.
Acura is launching the TLX with the largest marketing campaign in brand history, notable for its focus on digital media and bypassing broadcast networks in prime time.
The Marysville-made sedan, which replaces the TL and TSX, has arrived at dealerships with a base price of $31,890. It is the first new product for the luxury brand since a shift in the spring that gave Acura more autonomy from its corporate parent, Honda.
The ad campaign begins with a one-minute video with the new model in action, interspersed with shots of Ohio workers at the Marysville assembly plant and the Raymond research and development office. It is set to Sid Vicious’ throbbing version of My Way, a song best-known for Frank Sinatra’s version.
Early reviews of the Acura in the automotive media mostly have been glowing.
“It reaffirms what we’ve been saying and what we believe, that this is an incredibly competitive car for the midsize luxury segment,” Mike Accavitti, senior vice president and general manager of the Acura division, said during a conference call with reporters. “The focus now comes to how we’re going to market that.”
He declined to say how much Honda is spending on the campaign, only that it is the largest campaign in brand history. The tag line is: “It’s that kind of thrill.”
Television and online ads will begin on Sunday.
A majority of the ad spending will go to television, but none of it will be on the broadcast networks during prime time. Instead, the campaign will be on cable, including Comedy Central’s The Daily Show; late-night broadcasts, including The Tonight Show; and sports programming on broadcast and cable.
Also, 32 percent of the budget will be for a wide range of digital advertising.
“It’s going to address the modern consumer and how media is consumed nowadays,” Accavitti said.
The strategy makes sense to Alaina Shearer, principal and chief digital strategist for Cement Marketing, a Columbus digital-advertising agency.
“Digital spending continues to grow year over year,” she said. “You just can’t get the precise target audience on major broadcast networks that you can with digital.”
The shift to digital is a response to changes in media, including the growing use of mobile devices to view video, she said.
The marketers’ job will be a little easier thanks to the model’s early reviews, such as this from Car & Driver: “Overall, the TLX is a satisfying and overdue return to the engineering and dynamic greatness long associated with Honda’s luxury brand,” Alexander Stoklosa said in a review posted on the magazine’s website.