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New TV spots for Honda’s Acura luxury-car unit aim for unity and an emotional connection with prospective buyers.
The spots are the first from longtime Honda agency Rubin Postaer and Associates since the Santa Monica, Calif., shop won the $150 million account last summer.
Two spots introduce the new luxury-performance CL coupe. All ads are designed to redefine Acura, launched in 1986 as an “intercept brand” to catch buyers upgrading from a Honda Accord or Toyota Camry to a BMW or Mercedes.
Acura faced competition from Japanese rivals, and BMW and Mercedes offered lower prices to thwart Acura.
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