All-New Acura TL Advertising Campaign Introduces the Most Powerful Acura Ever Built

September 22, 2008


Santa Monica, Calif., Sept. 22, 2008—A fully integrated national advertising campaign for the all-new 2009 Acura TL performance luxury sedan begins on Sept. 22, as the largest, most integrated Acura launch to date. The strategy for the campaign developed by Acura and RPA, a leading independent advertising agency based on the West Coast, leverages the powerful, bold and fluid lines and energy of the completely redesigned TL to attract consumers to the Acura brand.

The campaign's theme, "The most powerful Acura ever built," is represented throughout the multi-platform campaign. While power is most commonly used in relation to engine output, every part of the all-new TL has been engineered to be worthy of this adjective and is consequently integrated throughout the campaign.

"The all-new 2009 Acura TL clearly shows that the Acura brand is on the move and our products are among the finest in the luxury marketplace," said Susie Rossick, Acura Advertising Manager. "The campaign fully embraces the reinvented TL's bold design, class-leading technologies and exhilarating performance."

"This new TL has a very dynamic and powerful presence. There's a real confidence to it," said John Hage, Sr. VP, Creative Director. "So the challenge was to create something that had the same sort of feel. Something that lived up to the car."

The television campaign is composed of five spots, with the following three spots beginning Sept. 22: ? "Fist" demonstrates the force, "Strength is power," of the all-new TL using beautiful slow-motion cinematography. ? "Bullet" showcases the accuracy and exact nature, "Precision is power," of the redesigned TL. ? "Dive" introduces the beauty and elegance, "Grace is power," of the TL.

"Wrecking Ball" and "Match" will debut post–launch and communicate product–specific features. Spots will air on Monday Night Football, college football and SportsCenter on ABC and ESPN; TL will be the focus of Acura's exclusive automotive sponsorship of Pac-10 college football. Through heavy spot TV presence, the spots will air during several highly anticipated network premieres. On cable, the Weather Channel will feature custom 2-minute HD "featurette," highlighting the world's first in-car weather radar system found in the TL.

The print ads extend the integrated messaging, with each headline showcasing the TL's unique definitions of power in more than 25 magazines, including BusinessWeek, Cond? Nast Traveler, The Economist, The New Yorker and WALLPAPER. High-profile outdoor boards and NY phone kiosks align with the overarching campaign. Airport advertising will feature dioramas in top-tier markets. In November, TL commercials will air in theaters across the country.

Interactive supporting the all-new TL launch boasts several "firsts" and other unique executions: ? Synced, Tandem Ads & Expandable Microsite: "Fist" synced, tandem ad (tower and box unit) on Yahoo! homepage (Sept. 24). Acura is the first advertiser to take over the Yahoo! navigation pane for 5 seconds. Box unit clicks to expandable, full-page TL microsite, enabling immersive consumer engagement without leaving current destination. Synced, tandem units with expandable box to microsite will also be featured on CNN, New York Times, LinkedIn and others. ? Acura is the first-ever automotive advertiser on A home-page takeover will include rich-video banners, allowing the user to click and experience the immersive microsite. ? Custom Yahoo! Local Map Mash-up: Will feature a TL navigation screen ad unit providing real-time weather conditions at the mapped destination. ? "Power" Across TL Target Interest Sites: On, in a first-ever multi-sport season-long ownership platform, TL will be aligned with "Power Rankings," where users create weekly team power rankings and post them on FanNation. ? Network Video Sites: Cross-media placement of spots within network programming on hulu, and TL spots will be featured on programming relevant to target audience. ? ESPN's iPhone Site: Capitalizing on the TL audience's interest in mobile technology, Acura is the charter sponsor (launched Sept. 1) on ESPN's new iPhone site, which features various TL banner placements and the ability to click through to video.

About the Acura TL Producing power efficiently has always been one of Acura's defining goals; the 3.7-liter engine motivating the TL SH-AWD is the most powerful production engine ever developed for an Acura vehicle with materials such as aluminum and magnesium to keep the weight down. The 3.5-liter engine found in the standard TL also delivers the benefits of variable valve management. Connecting the TL SH-AWD to the road, while separating it from the competition is the vehicle's Super Handling All-Wheel Drive™ (SH-AWD®). The available Acura Navigation System with Voice Recognition™ not only provides current and 3-day weather forecasts, but it can also display weather radar and advise the driver of severe conditions. Intuitive voice recognition, hands-free connectivity features AcuraLink® real-time traffic and weather, Bluetooth® HandsFreeLink, Zagat Survey® restaurant reviews, audio system controls and adaptive climate control system. The Acura/ELS Surround® System is specifically tuned by Grammy® Award-winning engineer and producer Elliot Scheiner, the system's DVD-Audio capabilities help it reproduce the feel of the original studio experience. As a part of Acura's Safety Through Innovation philosophy, the TL utilizes the latest safety technologies designed to protect both drivers and passengers

About Acura Acura offers a full line of technologically advanced performance luxury vehicles through a network of 270 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, and 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, Pharmavite's SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit