The Acura division of American Honda Motors has launched its most ambitious and wide-ranging effort of the year, according to Susie Rossick, manager of national advertising.
The integrated campaign includes three commercials for the relaunched Acura TL sedan through agency RPA, Santa Monica, Calif., and its yet unnamed unit led by new svp/creative director John Hage.
"We're defining power [in the spots] through strength, precision and grace," said Rossick. "We were able to take the theme and carry it through the creative online and on TV, with print looking a little different and stressing brilliance and control."
Three new spots began rolling out over the weekend, all directed by MJZ's Nicolai Fuglsig.
In "Bullet," a single bullet flies through the opening of a horizontal bottle, exploding out the back to demonstrate "precision is power," according to the James Spader voiceover. "Introducing the Acura TL, the most powerful Acura ever built." The Acura emerges behind the shattered glass on a moody runway at night, darting in and out of the light.
In "Dive," a man descends in a slow-motion balletic dive and morphs into the car when he hits the water to show "grace is power."
In a third spot called "Fist," a karate punch destroys a board to show "strength is power."
All three spots use a card at the end with the Acura tag, "Advance." Two other commercials are on tap.
A print ad demonstrating "control" shows a TL on a golf course wearing "spiked" shoe tires and leaving tracks as if the car had walked the course.
Rossick said the media targets the 35-45 demographic with buys during college football