Acura to launch “Made for Mankind”

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Acura says its biggest advertising campaign ever will support the launch of its all-new 2014 MDX SUV. “The Extremely New MDX — Made for Mankind” campaign  ads spotlight technological advancements in the seven-passenger vehicle and the connection between man and machine. They’ll aim to show how MDX technology connects the buyer to the vehicle, the road and to the world, the brand said.


“Luxury as the result of synergy between man and machine: That harmony was our guide — and all of our work will seek to tell that story in ways that consistently elevate the brand’s prestige,” Greg Robinson, manager of Acura advertising and brand, said in a statement.

Robinson wouldn’t say how much Acura is spending on the campaign, but said it is more than double what it spent on RDX advertising last year.

The TV campaign is set to kick off 7/7 and runs through the end of the year, though ads will be shown during the Stanley Cup Finals. The effort includes ESPN and Food Network, plus local programming and sporting events. The blitz also includes cinema, outdoor, online videos, mobile, social media and ads in magazines such as Forbes and GQ.

The new ads are the first under Acura’s new AOR Boston-based Mullen and media agency MediaVest. The brand separated from LA-based RPA earlier this year, noted The Detroit News.