While Acura was once an enthusiast-favorite brand with sporty offerings likes the Integra R and RSX Type S, the brand lost some of its most impassioned fans when it shifted gears toward a more premium and technology-focused identity. A new and comprehensive ad campaign for the 2015 Acura TLX, claimed to be the largest marketing effort in Acura’s history, looks to revive that sense of passion and excitement with the tagline “It’s That Kind of Thrill.”
The first step of the 2015 Acura TLX ad campaign will be a TV spot entitled “My Way.” Lots of short clips of Acura engineers and employees, edited back-to-back in a staccato-like fashion, show the vehicle’s testing and development. The footage is set to a modern rendition of Frank Sinatra’s “My Way,” and is interspersed with a message reading, “We made this one for us…but you can have one.”
“It’s not like we have a bad reputation that we need to overcome,” Acura brand manager Mike Accavitti told Automotive News. “It’s just we have a nondescript reputation.”
Our impression of the 2015 Acura TLX is that the base 206-hp, 2.4-liter, high-revving four-cylinder model is indeed engaging and fun to drive. Still, it’s clear the majority of buyers who will ultimately gravitate toward the 2015 Acura TLX will do so because of the car’s combination of tasteful and conservative styling, excellent build quality, and affordable pricing compared to its competition.
You’ll be hard-pressed to miss the marketing footprint for the 2015 Acura TLX, which will be advertised on television, Twitter, Facebook, Yahoo, the New Yorker, and beyond. The 2015 Acura TLX starts at $31,890 including destination, and you can find information on building your own virtual TLX here.