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World debut of Acura’s 2018 TLX enhanced luxury sedan
Coinciding with the world debut of Acura’s refreshed and significantly enhanced 2018 TLX performance luxury sedan, Acura debuted a new integrated, mobile first marketing campaign titled “What A Ride.”
The “What A Ride” campaign takes viewers on a colour rich, visually dynamic and unexpected journey filled with lightning fast imagery and thought provoking language. The campaign is set to hip-hop recording artist and producer Kid Ink’s hypnotic anthem “The Movement.”
The 2018 TLX marketing campaign continues the brand’s Precision Crafted Performance messaging with high energy, a bold colour pallet as well as a modern and youthful look and feel. The creative showcases the sedan’s sporty and aggressive attributes, including the new TLX A-Spec with signature red leather seating, precision handling capabilities, Apple CarPlay and Android Auto integration, and AcuraWatch suite of active safety and driver assistive technologies, all standard equipment on all 2018 Acura TLX models. The campaign aims to broaden the appeal of the TLX to younger buyers by showcasing these new performance, technology and styling enhancements inside and out, and by focusing on the new A-Spec model throughout the creative, with guest appearances by Acura’s acclaimed supercar, the 2017 Acura NSX.
“Building on the success of the MDX campaign, we’re launching TLX with a dynamic and energetic approach that features rich colors and bold sounds,” said Jon Ikeda, Vice President and General Manager, Acura. “Over the past year, we’ve established a unique and consistent voice that is resonating with consumers and differentiating our brand.”
With content on digital platforms largely mobile and set to outpace traditional TV in 2017, Acura’s creative approach has evolved based on consumer habits. For the 2018 TLX campaign, Acura is embracing an innovative, mobile fist rollout approach. The entire “What A Ride” campaign was shot with vertical cameras, leading with social media creative techniques to generate content that is not compromised when translated to mobile. This same content works across horizontal formats, like television, by simply dividing the screen into three, relying on triptyc story arcs and provocative word pairings to express the multi faceted and dynamic nature of the TLX and the Acura brand.
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