The first commercial for the 2014 Acura MDX, part of an ad campaign called “Made for Mankind,” extols the luxury brand’s desire to make the best luxury crossover possible. The “Human Race” commercial, however, doesn’t show the car until the very end of the minute-long clip.
The commercial features clips of people climbing trees, scientists testing robots, dancers practicing, and astronauts floating in space before ever showing the 2014 Acura MDX. A voiceover explains that the desire to explore and learn is innate to all humans, and that a similar drive pushed Acura to make the new MDX as great as possible. Finally, the ad shows a 2014 Acura MDX rotating on a turntable.
“There’s an inherent calling to seek, push, improve, transcend,” says the narrator. “If your quest is to build the smartest luxury SUV for mankind, you must hold yourself to the standard of mankind.”
The “Made for Mankind” spot will be followed by two other ads on TV and online. “Re-Invention” will show that the MDX was so thoroughly redesigned that the only part common between the new 2014 model and the 2013 MDX is a small metal bracket. “Choose” highlights the three different driving modes offered by the crossover’s Integrated Dynamic System; it lets drivers pick between Sport, Normal, and Comfort modes for the power steering, throttle response, Super Handling All-Wheel Drive, and noise cancellation systems.
The 2014 Acura MDX was introduced at the New York auto show. It has a 290-hp, 3.5-liter V-6 engine, a six-speed automatic transmission, and a choice between front-wheel drive and Super Handling All-Wheel Drive. New interior and exterior styling draws cues from the Acura RLX sedan; inside, a dual-cowl center stack features one standard eight-inch LCD screen and an optional seven-inch display. The MDX averages 20/28 mpg (city/highway) with front-wheel drive and 18/27 mpg with SH-AWD. It’s on sale now from $43,185, including an $895 destination charge.
In addition to the commercial seen below, Acura has also launched a series of billboards highlighting the connection between the 2014 Acura MDX and humans: eyes and the crossover’s Jewel-Eye LED headlights, its front grille and headlights and the human face, and its red LED taillights and a redhead’s flowing hair.