Ads for TL S
Banned
Joined: Apr 2001
Posts: 3,427
Likes: 1
From: Orange County, CA
IMO Acura could do so MUCH more to advertise the TLS. Its a great care with super value that appeals to either the young professional who wants a 'sleeper' car or to a middle age family man who wants a little more pizzaz in his life. I think some of the best car commercials being made right now are from Nissan. After watching the commercial it made me want to get my keys and go get a Maxima at my local dealer (well there are two in the garage, a 91 and a 97 
). The Nissan commercial uses sheer drama and the whole number theme to emphasize horsepower and uniqness. The TLS is much better than the Maxima and the commercials should reflect it. The TLS commercial is advertising a life style not the product. Seriously a lot of people don't know there is a Type S for a TL. Also when many people here TL they are turned off because they heard stories about buggy previous gen TL cars. If Acura wants to keep the TL going in the future it needs to reestablish its position as a sporty, entry level luxury car that can immediatly be thought of by the average Joe. My two cents of course...
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2002 TL Type-S
Satin Silver, Ebony Interior w/out nav
). The Nissan commercial uses sheer drama and the whole number theme to emphasize horsepower and uniqness. The TLS is much better than the Maxima and the commercials should reflect it. The TLS commercial is advertising a life style not the product. Seriously a lot of people don't know there is a Type S for a TL. Also when many people here TL they are turned off because they heard stories about buggy previous gen TL cars. If Acura wants to keep the TL going in the future it needs to reestablish its position as a sporty, entry level luxury car that can immediatly be thought of by the average Joe. My two cents of course...------------------
2002 TL Type-S
Satin Silver, Ebony Interior w/out nav
Racer
Joined: Mar 2001
Posts: 424
Likes: 1
Yeh, the commercials are rarely shown and are dull to say the least. No imagination, no pazazz, nothing that really says "Drive Me, and Drive Me Hard!
Oh, Oh, Oh my Gawd ! ! !
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'02 Acura TL-S
Satin Silver/Ebony, w/out NAV
Oh, Oh, Oh my Gawd ! ! !
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'02 Acura TL-S
Satin Silver/Ebony, w/out NAV
Banned
Joined: Apr 2001
Posts: 3,427
Likes: 1
From: Orange County, CA
the only good thing about the crappy commercials is that i'm one of the few people who have this car in my neighborhood 
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2002 TL Type-S
Satin Silver, Ebony Interior w/out nav
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2002 TL Type-S
Satin Silver, Ebony Interior w/out nav
I say .. for a commercial that'll really sell the TL-S to the young-uns --> just have the TL-S, ES300, Maxima.. and whatever other car "in its league" just drag race to 1/4-mile. Then have 'em all slam on the brakes. Then, at the end, fade to black..
"Got Acura?"
"Got Acura?"
Intermediate
Joined: May 2001
Posts: 33
Likes: 0
I agree the commercials for Acura in the last 2 years or so at least have been horrible. The commercials for the CL and TL almost don't even show the car. Why show me Key Largo or other cities and almost no car. I want images of the car inside and out and stress the performance of the Type S models. I really don't know why Acura has kept this ad agency for so long. I guess the cars sell themselves because the commercials aren't helping any, that for sure. Just my humble opinion.
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2002 Acura TL Type S
Nighthawk Black Pearl
Parchment Leather
Spoiler
Mud Guards
Wood Package
Wood Steering Wheel
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2002 Acura TL Type S
Nighthawk Black Pearl
Parchment Leather
Spoiler
Mud Guards
Wood Package
Wood Steering Wheel
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Guest
Posts: n/a
The branding of the Acura TL-s is one of driving style Are you have a type S personality is in all their newspaper ads.
Personally, I like the commercial with the parachutist racing against the Acura TL-s driver to the landing spot.
Where can I down load this one off the internet?
Personally, I like the commercial with the parachutist racing against the Acura TL-s driver to the landing spot.
Where can I down load this one off the internet?
Drifting
Joined: Apr 2001
Posts: 2,391
Likes: 45
From: MA
To me, the commercials are made to attract the late 30's to late 40's crowd. However, there was one commercial I saw made for an Acura sold in Canada, can't remember what model is was, but that was a great commercial. The setting was in a doctor's office. Check it out at www.adcritic(s).com and do a search on Acura. Acura should come out with something that will appeal more to the 20's and early 30's demographic. The funny thing is, if you refer back to an earlier post, most of the TL-S owners are in their early 20's... go figue!
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Those who know, don't talk.
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Those who know, don't talk.
Not a Blowhole
Joined: May 2000
Posts: 3,045
Likes: 33
From: Virginia
Acura knows its demographic and the ads unfortunately reflect that knowledge.
Remember w while back we talked about the Acura Magazine?
Wait until the Newbies get a copy of that piece of trash can liner...instead of articles on Comptech parts, it has things like "where to get a latte in Santa Fe", the benefits of "free range chicken vs. KFC", and other banalities.
I wrote a strong letter to Acura about the sissy Nancy magazine, and got a plastic response suggesting that the magazine "appeals to a wide range of Acura owners" and that no changes are planned.
Car, fine. Ads and magazine, bite!
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Rage On!
2002 TL-S w. Comptech header/exhaust
SSR Integral A2's
17x7 45mm offset
Pirelli P7000 (Summer) 215-50/17
Remember w while back we talked about the Acura Magazine?
Wait until the Newbies get a copy of that piece of trash can liner...instead of articles on Comptech parts, it has things like "where to get a latte in Santa Fe", the benefits of "free range chicken vs. KFC", and other banalities.
I wrote a strong letter to Acura about the sissy Nancy magazine, and got a plastic response suggesting that the magazine "appeals to a wide range of Acura owners" and that no changes are planned.
Car, fine. Ads and magazine, bite!
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Rage On!
2002 TL-S w. Comptech header/exhaust
SSR Integral A2's
17x7 45mm offset
Pirelli P7000 (Summer) 215-50/17
Drifting
Joined: Apr 2001
Posts: 2,391
Likes: 45
From: MA
THe JD Powers poll, does that include TL and TL-S or just TL. I am not disagreeing with you and I am only working off of the stats I got from a previous thread but I think the Type-S drivers are "younger?" Maybe? I'd be interested in finding out the Age difference between the TL and the S.
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Those who know, don't talk.
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Those who know, don't talk.
MB-Fanatic w/TL-S
Joined: Apr 2001
Posts: 1,502
Likes: 1
From: Burnaby, BC, Canada
I like the one the guy going for dinner the best. But the "lunch" one is kinda cool, too, especially when the driver told the restaurant guy that he's just there for lunch..
Andy Kuo
Andy Kuo
Sticky Rice OwnZ joO
Joined: Jan 2001
Posts: 4,246
Likes: 1
From: Bay Area & Sacramento, Cali
Originally posted by bioyuki:
the only good thing about the crappy commercials is that i'm one of the few people who have this car in my neighborhood
the only good thing about the crappy commercials is that i'm one of the few people who have this car in my neighborhood
I like the one with the dinner in SF. But every time I see it, I get pissed because the TL-S came out so soon after I got my 01!!! OH well, Honduh isn't getting my money when I upgrade...
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Senior Moderator
Joined: May 2001
Posts: 5,122
Likes: 30
From: Windsor, ON, Canada
I have to agree that the current ads are so weird and obscure that it would take some sort of pysch major to figure out what it means. History dictates that Acura hasn't always been there for advertising. The 'other' luxury car marketing adverstisements relate to me more.</p>
If there is a marketing strategist with Acura reading this, try to do something about the ads. You're not making your purchasing demographic any younger with the current North American ads. Better yet: save your $$$ and use your budget to fund a recent grad program to us twenty-somethings!</p>
Bottomline: did the advertising aid/persuade you on purchasing your car? Personally, I walked into a dealership to see what the upscale Honda had to offer (since I had a '91 Accord) compared to the Lexus and look what I came out with?
</p>
Burning Brakes
Joined: Mar 2001
Posts: 780
Likes: 0
From: Hoboken, NJ
J.D. Powers age range of TL drivers - all model years
< 19 .1%
20-24 4.4%
25-29 12.4%
30-34 13.6%
35-39 12.1%
40-44 11.8%
45-49 13.0%
50-54 13.1%
55-59 9.6%
60-64 6.3%
65-70 3.1%
NR .5%
Total 100.00%
Less than 17% of TL drivers are under 30. 19% are between 55 and 70. The largest number by a wide margin (63.6%) are between 30 and 54.
I'm in marketing and IMHO Acura has done a pretty decent job with the current ad campaign. It's sophisticated and has a nice split between the cars themselves and creating a more upscale image for the brand.
When you look at the distribution of ages in the J.D. Powers information an Acura magazine that focused on performance parts would be a lot less appropriate than one that focused on lifestyle. Hence the free-range chicken article.
People that use the TL as a platform for performance enhancements, while a majority on this forum, are definitely a minority demographically in Acura's marketing plans.
IMHO the six-speed introduction is more of a publicity stunt than anything else. Acura will probably use the same transmission they're introducing on the RSX-S on the TL-S and CL-S to keep costs down and still lose money with only 5-8% of cars ordered with the manual. However, they will get the equivalent of millions of dollars of free publicity as the car rags fall all over themselves to test the cars, do comparisons, and write multi-page reviews. Acura has always played up the “precision engineering” angle. The CL-S, TL-S, NSX, RSX, and the new six-speed all reinforce that image. It’s the same reason M-B has AMG models, BMW has the M series, and Jaguar has the Type R’s.
My two cents...
< 19 .1%
20-24 4.4%
25-29 12.4%
30-34 13.6%
35-39 12.1%
40-44 11.8%
45-49 13.0%
50-54 13.1%
55-59 9.6%
60-64 6.3%
65-70 3.1%
NR .5%
Total 100.00%
Less than 17% of TL drivers are under 30. 19% are between 55 and 70. The largest number by a wide margin (63.6%) are between 30 and 54.
I'm in marketing and IMHO Acura has done a pretty decent job with the current ad campaign. It's sophisticated and has a nice split between the cars themselves and creating a more upscale image for the brand.
When you look at the distribution of ages in the J.D. Powers information an Acura magazine that focused on performance parts would be a lot less appropriate than one that focused on lifestyle. Hence the free-range chicken article.
People that use the TL as a platform for performance enhancements, while a majority on this forum, are definitely a minority demographically in Acura's marketing plans.
IMHO the six-speed introduction is more of a publicity stunt than anything else. Acura will probably use the same transmission they're introducing on the RSX-S on the TL-S and CL-S to keep costs down and still lose money with only 5-8% of cars ordered with the manual. However, they will get the equivalent of millions of dollars of free publicity as the car rags fall all over themselves to test the cars, do comparisons, and write multi-page reviews. Acura has always played up the “precision engineering” angle. The CL-S, TL-S, NSX, RSX, and the new six-speed all reinforce that image. It’s the same reason M-B has AMG models, BMW has the M series, and Jaguar has the Type R’s.
My two cents...
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