Campaign Overview

New Acura TL advertising reflects research that the Model Year 2012 Acura TL is viewed as a very refined yet aggressive performance sedan. So, through simple, yet beautiful special effects, rp& made over two first class athletes, football player Calvin Johnson and skier Ashleigh McIvor, into their most elegant selves to represent the aggression and elegance inherent in this luxury sedan.

The TV campaign kicked off in network sports as Acura receives quarter automotive exclusivity with the Sacramento Kings vs Chicago Bulls game on ESPN. The TL will continue to have high presence during NBA games on ABC/ESPN during its highly rated post-season, including NBA Finals.

Cable and Spot TV will also launch the new campaign this week on select networks and programming with high composition of the Acura target, through both :30 and :15 second units. Full media launch at higher weight levels will begin the week of April 11 with specials and sponsorships on USA Network, The Independent Film Channel, Fox Soccer, Discovery Channel, and the History Channel to name a few.

Football Player

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