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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.”
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