Acura Defines Turf As Japanese Chase BMW

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With the upscale divisions of the big-three Japanese automakers all chasing BMW’s benchmark 3 Series, it’s Acura’s turn to zero in on a positioning. It does so in seven new 30-second TV commercials.

Independent RPA in Santa Monica, Calif. unveils the work this week and next for the American Honda Motor Co. nameplate. “Everyone has taken a territory to own,” said RPA creative director Mark Erwin, who partners with cd Pat Mendelson. “We’ve taken advanced living through modern luxury.”

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