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New Acura Campaign Touts Safety and Residual Value

Integrated Ad Campaign Includes TV, Print, Radio and Online

By rp&

Santa Monica, Calif., May 21, 2009 ´┐ŻAcura's new integrated spring campaign launched May 13 and focuses on two Acura brand accolades: best resale value for a luxury brand (according to Automotive Lease Guide) and first and only brand to have a full line of 5-Star Crash-Safety Rated vehicles. The strategy developed by Acura's agency of record, rp&, a division of RPA, targets in-market luxury consumers and positions Acura as the smart luxury brand to buy today.

"The objective of the campaign is to strongly position Acura as a key player in the luxury market and should go a long way in driving traffic," said Steve Center, VP, advertising and public relations, at Acura.

The TV campaign, titled "Badges," consists of two commercials, one focusing on Safety and the other on Residual Value. National TV broke on May 13 on network programming, including the NBA Conference Finals and Championship Series on ABC and ESPN. Radio will air in select markets.

Each spot begins with a montage of competitive luxury badges. The voiceover describes the many types of decisions that are made when purchasing and building a luxury vehicle. The commercial cycles through the iconic badges and eventually reveals Acura as the clear choice for safety and residual value.

Radio spots and newspaper ads follow similar messaging. Online includes display advertising that integrates with the TV creative. Search advertising targets Acura competitors and will drive users to specific landing pages, enabling users to compare Acura models against competitive sets.


Chief Creative Officer: David Smith
Creative Director: John Hage
Sr. Art Director: Eric Goldstein
Sr. Copywriter: John Guynn
Executive Producer: Jack Epsteen

Production Company: Motion Theory
Director: Kaan Atilla, Mathew Cullen
DP: Jeff Cronenweth
Executive Producer: Javier Jimenez
Line Producer: Scott Gemmell

VFX Company: Motion Theory
Creative Director: Kaan Atilla
Producer: Matt Winkel
Jr. Art Director: Ram Bhat
Comp Lead: Chris Moore
Flame Artists: Danny Yoon, Carlos Morales, Rob Winfield
Previsualization Supervisor: Charles Paek
Previsualization: Anthony Ramirez
Rotoscope Artists: Katia Levy, Rob Liscombe
Post Production Manager: Sheri Patterson
Post Production Assistant: Paul Pianezza

Editorial Company: String
Editor: Colin Woods
Assistant Editor: Jeff Aquino
Colorist: Clark Muller (New Hat)

Music: Robot Repair
Composer: Aaron Alden
Mixer: Nathan Dubin/Margarita Mix

About RPA
RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit