All-New Acura TSX Advertising Campaign Reveals "A New Generation Has Arrived"

April 24, 2008


Santa Monica, Calif., April 24, 2008 — A fully integrated national advertising campaign for the all-new Acura TSX began on April 20. The strategy for the campaign developed by Acura and RPA, a leading independent advertising agency based on the West Coast, is to build excitement for the launch of the all-new Acura TSX by accentuating the vehicle's sophisticated look and exhilarating performance, thus demonstrating "A New Generation Has Arrived."

The campaign's unifying theme, "A New Generation Has Arrived," celebrates not only the launch of the TSX, but a new generation of young, up-and-coming luxury consumers as well. Generation Y is made up of smart and successful men and women who are looking for a modern take on luxury that reflects their own personal outlook on life. The Acura TSX creative showcases a bold, confident attitude that captures the "Acura. Advance" approach to technology, luxury and performance.

"The creative makes clear that the TSX and its technologies are an integral part of young urban professional's lives. The vehicle doesn't represent conventional luxury?rather a new kind of luxury for this ‘in-the-know,’ ambitious and sophisticated consumer," said Susie Rossick, Acura advertising manager.

Television, directed by Joe Pytka, a prolific commercial director and three-time nominee for DGA's Outstanding Directorial Achievement in Commercials, captures the spirit and energy of a night on the town in "Howl" (:30, :15) and "i-VTEC Luxury" (:60, :30, :15).

"The idea for these spots was not based on a linear storyline per se, but was more about young guys owning the night, and a new car they might own it in. In our minds, it was a series of amazing locations and moments that would add up to this aspirational dream sequence, and Joe Pytka seemed like the perfect person to bring that dream sequence to life," said Mark Erwin, SVP, creative director at RPA. "It wasn't a special effect we were looking for, it was an emotional effect. We sought to bring more humanity to the Acura brand, and these spots do just that."

Spots will air on network and cable programming, including the NBA playoffs. "Howl" will run on movie-theater screens across the nation through Memorial Day. The print ads, highlighting new Acura technologies that include AcuraLink® real-time weather and dynamic Traffic Re-routing®, will appear in more than 30 magazines, from broad-reach publications such as Wired, Rolling Stone and Sports Illustrated to targeted publications like Dwell, Paper and Paste. Outdoor ads will be showcased in six markets, and will be supplemented with phone kiosks in New York City, New York.

Continuing Acura's partnerships with Gen Art, the leading arts and entertainment organization dedicated to showcasing the best in emerging talent, the TSX will be showcased at various events in Los Angeles, New York and Chicago.

Creative Directors: Mark Erwin & Pat Mendelson Art Director: Mark Erwin Copywriter: Pat Mendelson Agency Producer: Shelley Eisner Production Company & Location: PYTKA, West Hollywood, CA Director: Joe Pytka Director of Photography: Joe Pytka Editor & Company: Michael Heldman, Spot Welders, Venice, CA Music/Sound Design: licensed music   "i-VTEC Luxury": Citizen Cope, "Let the Drummer Kick"   "Howl": Spoon, "My Mathematical Mind" Print Photographers: Olaf Hauschulz and Roxanne Lowit

About the Acura TSX The all-new Acura TSX sports sedan features transformative technologies like Acura Navigation System with Voice Recognition™, Zagat® restaurant information, and rearview camera; AcuraLink® Satellite Communication System; AcuraLink® Real-time traffic with an all-new Traffic Rerouting™ function; AcuraLink® weather with current and future weather information. The TSX is equipped with an advanced i-VTEC inline 4-cylinder engine which features an intelligent variable valve-timing system that controls the intake valves to finely balance the competing demands of low-end torque and high-speed horsepower. The available Technology Package includes a spectacular 10-speaker, 415 watt premium Acura/ELS® Surround System, which was specifically developed for the TSX by Grammy® Award-winning sound engineer and producer Elliot Scheiner. As a part of Acura's Safety Through Innovation philosophy, the TSX utilizes the latest safety technologies designed to product both drivers and passengerss.

About Acura Acura offers a full line of technologically advanced performance luxury vehicles through a network of 268 dealers within the United States. The Acura lineup features five distinctive models including the RL luxury performance sedan, the TL performance luxury sedan, the TSX sports sedan, the turbocharged RDX crossover SUV and the award-winning MDX luxury sport utility vehicle.

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, 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 Pharmavite's SOYJOY, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage, Reily Foods and Zatarain's. For more information, visit