Back in July we were kicking around ideas for a new slogan.

https://acurazine.com/forums/showthr...n+intersection

Something came to me today when I was going back and forth on another thread in Car-Talk. We all agreed the MDX is a very nice car that just doesn't measure up for those who need brand cachet. When I was talking about why I dropped the idea of getting a BMW X5 this weekend, I said "I just don't love myself enough to spend more for a car then it's worth.

Well, that should be theme of a new ad campaign for the RL, maybe the whole Acura line. It pokes fun at the stuffy high brow buyers of BMW and MB without saying it. I think it's more classy then the Hyundai "Duh" campaign.

The commercial would show some stuffy high-browed couple driving down a straight road in a MB E class. Very stiff expressions on their face. Some boring music playing. Then, cut to a middle aged guy driving an RL down a twisty road with his good looking wife. They both have smirks on their face as they navigate a nice curve. Nice upbeat music going, etc.

Then the tag line; Acura - For those who love cars more then themselves....

It might not be perfect but I think it's a good idea. Takes a negative and turns it into a positive, like Hyundai is trying to do

 

Good one!

 

Send it to Acura media relations

 

This sounds really great, Spicy. Make sure you get royalties from Acura.

 

I like it!

 

YOURE A GENIUS! i am a pretty experienced person when it comes to media productions. that's a very catchy and eye opening commercial. talk to acura's media department or whatever they call it. that's a genius idea

 

I like except that BOTH couples should be the same age. It isn't impossible to be sexy in your 60's Cadilac uses Lead Zepplin in their ads after all.

 

In fact - it could be the SAME couple! The RL changed their life!

 

For those who love cars as much as each other

 

I have a good ad idea for Porsche.

A man stares at the camera and yells;

IT PRONOUNCED POR-SHA YOU MORONS.

 

I think references to self-love should probably be avoided, lest Acura become the brand of choice for onanists.

 

Funny. I guess you could read it that way.

At first I thought of; Acura - For those who love cars more then they love impressing others.

Problem with that is it implies the Acura doesn't impress others. Even if it's true you don't want to say that.

No one wants to admit they are a snob or influenced by what others think - even if they ARE. That's what makes the original line pretty safe and captures everyone -- even those who the ad is poking fun at.

 

Bravo! That's a perfect ad campaign for Acura....hook, line and sinker.

 

A variant on that original idea;

Acura - For those who love driving more then themselves

 

excellent idea. I'll smile if I see this in a future Acura campaign as I will know who it came from.

 

i think it sounds great...send it to Acura

 

The ad agency that handles all Honda and Acura stuff is RPA in California. I forwarded them the idea. They sent a thank you note and said we have a policy of not using ideas outside our agency. I should have responded; Well, good luck to you because I think you need some help from SOMEWHERE with your current branding strategy for Acura

Actually, I'm sure that's just a standard response. These guys steal ideas from each other constantly. I'm sure they're more then happy to take a free idea but can't admit it because they need to maintain an image. I'll bet they all drive BMW's

 

Acura needs to ADVERTISE. Even a poor ad is better than what we've been seeing -- which is basically no ads at all.

Yet a recent print ad in the LA Times showed such a horrible picture of a TL, I was tempted to contact Acura. They made the car look like a boring econobox. It was not appealing. They found a way to make a pretty decent and exciting-looking car boring.

They almost need to admit their wimpiness and have a tag line of "Consider Acura: The Brand You Never Thought Of Because You Hardly Know Its There."

I like Spicey's idea. Show a stuffy driver in his M-B or BMW leaving a fancy locale, and start morphing the car into the RL. As the transition occurs, the driver becomes less uptight. Finally, he arrives at an even more fun and glamorous destination and is actually able to pay for it.

Rob144

 

http://www.rpa.com/

They have videos of some of their past work for Acura and Honda. The website is awesomely designed. It's too bad their work for Acura is so bland.

Acura needs to get whoever does Apple's ads for them. I personally love those "Mac and PC" ads...they were very original when they were released. Not so much now, obviously.

EDIT: I take it back (partially)! They have that "Exhilaration Mastered" ad for the 2007 RL. I loved that one and posted on it a few months ago! Where the hell is that ad on TV? Just imagine the sound of the engine with a CAI and 5zigen exhaust and they'd have me totally!

 

Very true about being able to "pay for it". I wonder how many people are driving around it their MB E350's but have to bag a lunch at work The other thing to remember is MB and BMW sell their cars pretty stripped as a base model (unlike Acura). I was on a BMW lot last weekend looking at their X5 because I saw ads for $52k. Well, of course I should have known better but I'll never learn. They had LOTS of X5's in the low $50k range. problem is they were all stripped. Didn't even have leather, just "Leatherette" as they call it.

First, I don't want a car like that. I'd rather buy a car I can afford that's well equiped, rather then the other way around. Second, it shows us that most of these BMW's and MB's are really sold quite basic. The only nice X5 they had was on the showroom floor. it was $70k!!!! All it had more then the MDX was keyless start. People are willing to drive around in a luxury car without the luxury, just so they can impress from the outside looking in. I'm more interested in the view from the inside looking OUT.

 

I remember my brother buying a 66 VW beatle new - came with a key-fob made from the same material as the seats - said "Genuine Leatherette" on it.

 

I saw rpa's 07 RL ad on tv a month or two ago. It's not bad, but not sure the average person would remember it.

 

genuine leatherette? So it's not that junky imitation-imitation leather

 

Have you seen the new Hyundai 'thinkaboutit.com' promos? Very well done and obviously driven to change brand image. They do not focus on the car models at all. They strickly focus on perceptions for the brand.

There is one out there that would have been ideal for Acura:

'Inflate your intelligence....not your ego' <insert> 'Advance to Acura'.

 

Acura in the the last few years has had some good commercials, like the 04 TL when it was introduce with the satelite following the driver and him saying no thanks I got directions. The introduction for the RL was good and also the MDX . I also like the modo they have stuck with Advance, before they didn't have a clear modo for a while actually none. Acura has to improve and their choice of interior materials, ther eis no reason they can't either have geniune aluminum or wood in all their models, because their product is excellent and reliable. I am waiting for the next TL and it better come hard.

 

Apparently most people would rather inflate their egos than their intelligence....