Acura's Integrated Ad Campaign Introduces the All-New ZDX, the First Concept from Acura's New Design Studio

Campaign Features TV, Online, In-Theater and Airport Displays

Santa Monica, Calif., Feb. 4, 2010 - A fully integrated national advertising campaign for the launch of the all-new Acura ZDX began on Feb. 1. The strategy developed by Acura's agency of record, rp&, a division of RPA, celebrates Acura's advanced coupe concept, the first from Acura's new design studio.

The campaign builds on the momentum used to produce the all-new ZDX. Designers, given absolute freedom, collaborated with engineers every step of the way to ensure that the finished vehicle stayed true to the original sketches. Their passion, commitment and inspiration are thematically reflected throughout the campaign.

"As the first car conceived at the new Acura Design Studio, the ZDX presented a unique opportunity to rethink how the creation of a vehicle progresses from lines on paper to finished product," said Susie Rossick, Acura Advertising Manager. "Our goal is for this campaign to position the ZDX as the most refined Acura yet and to set the tone for all Acura vehicles to come."

One 30-second spot, "Exclamation," will be featured in high-profile network cable and sports programming, including in-game commercials during the Super Bowl in select markets. The spot will also run in Landmark and Art House Theatres throughout the country during February. As part of the media buy, Ovation TV's Designer People created a 30-minute episode featuring the ZDX designers.

To capture the attention of luxury consumers who actively seek and accept new ideas and have their own perspective on beauty and art, the campaign uses a variety of nontraditional and experiential approaches while communicating the mystery and artistry of the all-new ZDX. For example, in addition to three traditional print spreads that appear in a variety of very targeted publications, a unique print execution, "Zig Zag," features ad copy running through consecutive pages of editorial, ultimately revealing the ZDX.

An airport campaign includes ZDX dioramas in some of the busiest airports in the country. In addition, a first-of-its-kind art installation that plays with visual perspective will be placed in airports across the country.

Online strategies, including more than 10 different homepage roadblocks and a half-day Yahoo takeover, will help to build intrigue for the all-new ZDX online and reach high-income consumers. Several homepages will feature push-down units where the masthead of the publication is reflected as a mirror image in the ZDX's panoramic glass roof.

On the Wall Street Journal online, users will receive free subscriber content for one day, compliments of Acura. High-impact homepage units will also be featured.

To further engage the luxury-minded target during the months of February through April, ZDX launch parties are being coordinated in seven top-tier cities. These parties are designed to showcase the distinctive artistry of the vehicle and allow guests to intimately experience the ZDX firsthand.

TV Credits
Title: "Exclamation"
Client: Acura
First Airdate: 1/2/2010

Agency: rp&
RPA/Chief Creative Officer: David Smith
Creative Director: John Hage
Head of Art: Phillip Squier
Executive Producer: Jack Epsteen

Production Company: Park Pictures
Director: Lance Acord
DP: Lance Acord
Executive Producer: Mary Ann Marino
Line Producer: Caroline Kousidonis

Editorial Company: Rock Paper Scissors
Editor: Angus Wall
Colorist: Stefan Sonnenfeld (CO3)

VFX Company: A52
2D Artists: Federico Saccone, Stefan Gaillot

Graphics: Brand New School
Creative Director: Jens Gehlhaar
Executive Producer: Ned Brown
Art Director: Ludovic Schorno
Designer: Mark Kulakoff, Andy Bernet, Paul Lee, Ryan Zunkley
Animator: Sam Sparks, Cameron Walser, Mark Kim, David Silvers
Producer: Darren Jaffe

Music: Pa' Bailar by Bajofondo

Interactive Credits
RPA/Chief Creative Officer: David Smith
Creative Director: John Hage
Head of Art: Phillip Squier
Art Director: Brian Hall
Copywriter: Jon King, Jeremiah Follett
Technologist/Flash: Howard Einbender and John Waters
Project Manager: Elizabeth Goldstein

Brochure Credits
RPA/Chief Creative Officer: David Smith
Creative Director: John Hage
Head of Art: Phillip Squier
Art Director: Dan Nguyen
Copywriter: Jon King
Photographer: John Midgley
Production: Lillian Lisa

Print Credits ("Not New," "Concept" and "Zig Zag")
RPA/Chief Creative Officer: David Smith
Creative Director/Copywriter: John Hage
Head of Art: Phillip Squier
Photographer: John Midgley
Production: Shirley Tuber

Print Credits ("Middle")
RPA/Chief Creative Officer: David Smith
Creative Director: John Hage
Head of Art: Phillip Squier
Art Director: Adam Groves
Copywriter: Zac Ryder
Photographer: John Midgley
Production: Lillian Lisa

Airport Diorama Credits
RPA/Chief Creative Officer: David Smith
Creative Director: John Hage
Head of Art: Phillip Squier
Art Director: Dan Nguyen, Brian Hall
Copywriter: Jon King, Jeremiah Follett
Photographer: Christian Stoll
Production: Shirley Tuber

About the ZDX
The all-new 2010 Acura ZDX features dramatic styling, outstanding performance and the latest in advanced technology. The segment-bending ZDX has stunning coupe-like styling with the added benefit of a commanding presence and flexible utility. The ZDX is powered by a 3.7-liter VTEC® V-6 that generates 300 horsepower and 270 lb-ft of torque. Standard on the ZDX is Acura's exclusive Super Handling All-Wheel Drive (SH-AWD®) system that provides outstanding handling as well as excellent all-season capability.

About rp&
rp& is a full-service marketing communications division of RPA headquartered in Santa Monica, Calif. Established in 2008, rp& has been responsible for the development of all Acura National, Regional, Online, Direct Mail and Event Marketing communications. Over the past 18 months, rp& has earned several industry accolades, including a Belding Bowl from Think LA as well as being shortlisted during the 2009 Cannes International Advertising Festival. For more information, visit http://www.rpa.com.