Season of Reason
Acura's "Season of Reason" campaign continues for a third consecutive year with a comprehensive campaign starring three instantly identifiable personalities: Dr. Phil McGraw, host of the No. 1–rated daytime talk show and author of six bestselling books, Suze Orman, two-time Emmy® Award-winning TV host and bestselling author, as well as the legendary Santa Claus. The campaign encourages the purchase of lasting luxury over frivolous holiday items.
The spots put a bulls-eye on the self-indulgent impulse buys that are a hallmark of holiday culture. In each spot, the Acura MDX, TL and ILX act almost like characters, their movements carefully balanced with the dialogue to simultaneously showcase the vehicles' performance and reinforce the ambassadors’ appeals to reason.
Spots will air on high-profile network programming such as NFL on CBS as well as on cable and spot TV. Campaign creative will be featured in digital and email marketing, POP kits, display ads and customizable dealer assets, including print, radio and banners. The campaign runs through January 2.
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