Acura Launches New Holiday Campaign, "Drive Home for the Holidays"

November 27, 2008

by
rp&

Santa Monica, Calif., Nov. 27, 2008 –Acura's new holiday campaign launches Nov. 27 and embraces this season of joy and celebration. The strategy developed by Acura's agency of record, RPA, relates to consumers’ mindset by conveying a feeling that most adults have not experienced in a longtime–the absolute joy of receiving a gift.

The goal of the campaign is to maintain the cachet of the Acura brand while appealing to consumers' sentiments. "Realizing that consumers are avoiding frivolous spending this holiday season, this campaign delivers a message of joy and awe instead of touting just a blatant sales message," said Dick Colliver, EVP at American Honda Motor Co., Inc.

The campaign includes all-new TV spots, in–dealership materials, newspaper and radio. National TV breaks on Nov. 27 on network programming, including NFL on CBS and college football, Pac–10 basketball and ACC Basketball on FOX Sports Net. On spot TV, the campaign will be featured during five Bowl games, Bones, CSI NY, Fringe and Deal or No Deal. Radio will air in select markets between Nov. 27 and Dec. 31.

"With the work, we wanted to remind people that the excitement of getting the perfect gift isn't just for kids. That when you get an Acura, you get the same feeling," said John Hage, Senior V.P., Creative Director at RPA.

Creative Directors: John Hage Senior Art Director: Eric Goldstein Senior Copywriter: John Guynn Agency Executive Producer: Jack Epsteen Production Co: Tool of North America Executive Producer: Jennifer Seigel Line Producer: Lauren Bayer Director: Harry Cocciolo DP: John Schwartzman Editorial Company: Rock Paper Scissors Editor: Adam Pertofsky Music Company: Human Visual Effects A52 VFX Supervisor: Patrick Murphy VFX Producer: Heather Johann Sound Mix Company: Lime Sound Mixer: Loren Silber

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 http://www.rpa.com.