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Rubin Postaer and Associates has beefed up Acura’s driving-as-adventure theme for its first MDX SUV ad effort.
The national TV and print campaign, which was originally scheduled for unveiling during the Oct. 2 Olympic’s closing ceremony, was released ahead of schedule late last week.
RPA, Santa Monica, Calif., wanted the creative for the MDX to be consistent with the work for other Acura models, such as the RL, TL, CL, Integra and NSX.
“This was really a big step for Acura in creating this SUV,” said RPA co-senior vice president/creative director Wendi Knox.
“The MDX takes this road trip campaign, but still shows a lot of features of the car, reflecting an attitude of adventure,” added Knox.
Two new commercials for the MDX rely on inspiring scenery and good tunes as a way of connecting with the car maker’s target market.
One spot shows the sport utility vehicle being driven through Taos, N.M.,
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