Acura Launches New Ad Campaign For the 2014 MDX

Acura yesterday unveiled a new multi-channel advertising campaign for the new 2014 MDX called "The Extremely New MDX - Made for Mankind." The campaign places emphasis on the complete technical transformation of the MDX and centers around the idea of “Made for Mankind,” a concept designed to highlight the unique engineering and design philosophy at the heart of all Acura vehicles – the synergy between man and machine. Through this new campaign Acura has set out to identify not only what makes the “Extremely New MDX” different, but how it harnesses technology to create a seven-passenger luxury SUV that connects the Acura driver to the car, to the road, and to the world around them in new and exciting ways.

OneShift Editorial Team

25 Jun 2013

The new, MDX campaign will be seen on premium television programming, in high-impact online video and digital experiences, in proprietary location-specific mobile media, in conversation-driven social media, in high-profile out-of-home locations and in upscale print publications. The emphasis is on video and digital content, beautiful films that will be distributed and shared in multiple environments: TV, tablet, PC, social, mobile and cinema.

Acura partnered with its new creative agency-of-record Mullen and with MediaVest, the new media agency-of-record for the brand, in the development of the new campaign. This is the first campaign from Mullen and MediaVest since the agencies were hired in March of this year.

“The most emotionally resonant big ideas are born from an absolute truth about a brand, and Acura's own designers and engineers will tell you, everything they consider and eventually create starts with the human beings behind the wheel,” said Gary Robinson, manager, national advertising and brand at Acura. “Luxury as the result of synergy between man and machine. That harmony was our guide – and all of our work will seek to tell that story in ways that consistently elevate the brand’s prestige.”

Built on a completely new platform, the seven-passenger 2014 Acura MDX offers outstanding ride comfort, a more versatile and luxurious cabin, increased fuel efficiency, advanced connectivity and exceptional dynamic performance. The MDX is also being offered for the first time in a more affordable and even more fuel-efficient two-wheel-drive configuration.

Credits: Oneshift News Team