Mr. Accavitti declined to provide details on how much Acura is
spending on the campaign or on specific platforms other than to say
it is the biggest campaign in the company's history. Last year, the
brand spent $170 million on measured media, according to the Ad Age
Of course, TV is still a significant part of Acura's marketing
plan, with more than half of the campaign's budget dedicated to the
traditional screen. It's important to note that some of what Acura
considers "TV," includes long-form, high-quality content on
platforms like Hulu and Crackle. The brand's TV buys also
include spots airing within the NFL, some late-night and top cable
networks, including ESPN's "SportsCenter."
"It's still too early to launch a car without TV," said Ed
Beadle, senior marketing manager of the Acura Division.
Still, it decided to stay away from broadcast prime time. Mr.
Beadle said there has been a meaningful change in media consumption
behavior. As the brand evaluated who is actually buying its cars,
execs saw it is those customers who are highly engaged in
For that reason, Acura has been the exclusive sponsor of Jerry
Seinfeld's "Comedians in Cars Getting Coffee" on Crackle. Acura
signed on for four more seasons of the show in May. Mr. Seinfeld
has created custom content for Acura to run before and during the
The TLX campaign will kick off on Aug. 17 with the TV spot, "My
Way," featuring a Sid Vicious rendition of the iconic song, as well
as eight additional 15-second spots. The spot was designed to
capture the passion of Acura's design, development and
manufacturing engineers as they built a car they wanted to drive,
Mr. Accavitti said. The campaign carries the theme, "it's that kind
Acura worked with Mullen LA on the creative, while MediaVest is its media agency.
The company has also teamed up with the New Yorker for what it
is calling "Thrillustrations," which will run in the magazine and
are shareable on social media.
This is the first major campaign from the auto maker since it
split into its own division. Previously, American Honda
separated roles by function, rather than brand, with Mr. Accavitti
overseeing product planning and national marketing for both Honda