National Advertising Campaign for the All-New Acura MDX Exemplifies New Brand Direction

October 12, 2006


Santa Monica, Calif., Oct. 12, 2006 — Acura will launch its all-new MDX advertising campaign embracing the luxury nameplate's commitment to advanced technology and premium performance tonight on national TV. Developed by RPA, Acura's agency of record since 2000, the advertising features Acura's new theme line affirming the conviction that there is only one way to get ahead ... to "Advance." This theme line defines the brand's position within the luxury segment.

The award-winning MDX is one of the best-selling vehicles in the luxury SUV category, and the all-new 2007 model is designed to raise the SUV benchmark even further. Through two TV spots, the absolute thrill and excitement of technology is graphically described. One focuses on the unparalleled performance the new MDX will bring to the category and the other positions the vehicle in the technologically savvy modern world.

Television, featuring the voice of actor James Spader, will kick off the fall advertising season for Acura with five new :30 product spots in addition to :60 and :30 versions of a dynamic Acura brand spot. Commercials will appear on national network sports programming, including the MLB™ League Championship and World Series, NFL™ and NBA™ games. Spots will appear during select cable programming that reflect the lifestyle and interests of the target audience. National cable and spot TV will cover 27 markets during select high-profile programming and sponsorships.

During the initial launch of the campaign, print ads will appear in more than 50 publications, including The Economist, Travel + Leisure and Wired. Full-page, four-color ads will also appear in the Wall Street Journal and USA Today. Activity will continue in targeted publications throughout the 2007 model year. Outdoor ads will appear during the month of November in 12 markets, as well as phone kiosks in New York City.

Acura MDX

To further position the Acura "advanced" brand, the campaign includes exclusive sponsorship of podcasting on National Public Radio, High Definition TV spots and XM® Satellite Radio.

The brand strategy for the new "Advance" theme line is based on Acura's identification of the "Independent Alpha" as an emerging mindset among luxury consumers. These trendsetting consumers seek prestige from being "in-the-know" as opposed to the more traditional prestige of being "in-the-money." Independent Alphas are more likely to be entrepreneurial, forward-thinking consumers who are early adopters of new technology, have discriminating tastes and actively cultivate knowledge. Speaking to this consumer, the campaign applies a human perspective on useful, intuitive technology and brings to life people connecting to their vehicles. This strategy leads to the introduction of a new kind of prestige—one that is based on the consumer's passion for being ahead of the curve.

Creative Directors: Mark Erwin and Pat Mendelson Group Account Director: Joan Egan Director of Strategic Planning: David Berne Acura Manager, National Advertising: Susie Rossick

About the Acura MDX Delivering brilliant performance while maintaining luxury and utility, the all-new MDX possesses sophisticated design, advanced engineering and the legendary craftsmanship of Acura. Premium performance features include Super Handling All-Wheel Drive™ and the largest and most powerful Acura engine ever, delivering 300 horsepower and 275 lbs-ft of torque. The MDX Technology Package offers a truly exceptional experience for audiophiles, including the Acura/ELS Surround™ Premium 10-speaker Sound System, which was tuned specifically for the MDX by Grammy-winning producer and engineer Elliot Scheiner. XM Satellite Radio and next-generation HandsFreeLink® wireless telephone interface are also standard. True to form for Acura, the MDX incorporates a class-leading array of sophisticated electronic safety technologies.

About RPA RPA, headquartered in Santa Monica, Calif., is the largest 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 also serves as a media planning and buying agency for clients such as MGM and Zatarain's. For more information, visit