Acura said it is are set to run the car brand’s biggest ad campaign ever for the 2014 Acura MDX crossover, according to the Detroit Free Press. The MDX is the best-selling model in for the brand.
Starting July 7 Acura, which is the luxury vehicle branch of Japanese-based Honda, will launch five commercials to show off its pride and joy.
Acura has put a large amount of money behind the 2014 Acura MDX crossover since the brand believes the three-row crossover has been its most vital vehicle in the past five years.
The print ads, billboards and commercials will have the slogan “Made for Mankind” and the narration for the ads will be done with a female voice.
According to Acura’s National Advertising Manager Gary Robinson, the brand believes they can attract female consumers just as much as male consumers.
“Luxury is so focused on a very sort of stereotypical 40-year-old wealthy male,” said Robinson. “Going forward, in our country, that is not going to be anybody’s majority anymore.
Robinson went on to say many luxury brands don’t make a significant effort to appeal to women. Currently, Acura’s ratio of male to female buyer for the MDX is approximately 1 to 1.
“We think there is something really fresh about putting a new voice out there and talking to customers in a new way,” Robinson said. He added the “Made for Mankind” tag line was meant to portray a relationship between driver and vehicle.
Mullen, an advertising agency based in Boston, will be running the campaign. It is the firm’s first time working with Acura.
The firm was chosen because of its ability to emotionally connect with the consumer—something both Honda and Acura have had issues with in the past. Usually, Honda and Acura focus on their strong engineering ability.
“We are such engineers, our company is so engineering focused, and so it’s hard for us to speak in emotional terms,” said Robinson. “They were able to take this very sort of cerebral concept, and then make you feel something.”
The MDX is built differently than before. It is a totally original platform rather than the previous platform that was based on the Honda Pilot and Honda Odyssey.
The 2014 Acura MDX crossover begins at $42,290. This departing 2013 model costs $990 more.
