Footage intertwined with the current Acura line-up, featuring the next-generation NSX supercar, gives the ad a modern twist.
In conjunction with its thirtieth anniversary celebrations, Acura has premiered a new marketing campaign to exalt its rich American roots as well as spotlight the key models which have contributed to its marked automotive success over the past three decades.
The milestone coincides with the carmaker’s recent emergence as a leading luxury brand among millennial buyers. The company has managed to capture the highest share of sales across the said demographic which continues to grow, beating out some intense competition in its category.
Rolling out at the end of April, the push debuts with a fresh broadcast spot designed for television. Titled 30 Years Young, the commercial is a display of the marque’s youthful and challenging spirit, and showcases the colours and optimistic narration by Michael B. Jordan.
The acclaimed actor represents the new voice of the brand. In the short film, viewers are taken on a journey through its history alongside products which signify the group’s precision crafted performance DNA. Footage intertwined with the current line-up, featuring the next-generation NSX supercar, gives the clip a modern twist.
The initiative premieres with a one-minute spot on cable and 15-second spots launching across the brand’s social media channels. An added layer will see the aforementioned effort extend into dealerships with anniversary posters and various other collaterals.
Meanwhile, the company’s success with millennials is helping drive momentum with the brand clocking four consecutive years of sales increases. While 2015 ranks as its best since 2007, the excitement continues to grow as Acura is now on the eve of launching the 2017 NSX supercar.
“We wanted this spot to communicate the energy and optimism that surrounds Acura at this important moment in our history. As we continue to advance our Precision Crafted Performance DNA, we are excited at how this direction is resonating with our millennial customers,” said Jon Ikeda, VP and GM of the Acura Division.
