wackura

The two commercials I mentioned don't make their products apear cool. The TSX commercial definately makes the TSX look cool, but only to a certain crowd of people.

TSXinTN

That is why I said "objective adjective". If you are going for practical then change the word "cool" to "practical". Is that clearer?

I think the TSX commercial is trying to say, this car is for the young up and comers. The party all night and still make it to work by 8 crowd. Whether it accomplishes that or not is a different story.

Here is the Jag add I was talking about earlier:http://www.youtube.com/watch?v=l_nEo5ySRnM

wackura

The Jaguar commercial apears to have the same aim as the TSX commercial but it's much more exciting, the music is great, the people apear less stiff. The TSX depicts a timid couple barely willing to make eye contact set to break up music while the Jag commercial shows a couple that looks madly in love. Acura should switch ad agencies.

Mokos23

I think they have switched ad agencies.

davidspalding

I'll take this one. For several reasons. Hot women, for one. (Apologies to feminists reading here. )

http://www.youtube.com/watch?v=ttRS1lwZ2iw&NR=1

Can't beat Willem Dafoe for a voiceover. No way.

I think the XF ad you point out shows two people who "have it," they have each other, the car, etc. The Acura ad with the guy following the lady to the club, oddly, shows people who "want," who are "chasing," who are not quite fitting in (he arrives to dinner late, he arrives at a club where he sort of stands out). In some senses, this is fashionable, but can backfire.

I believe the LA agency that was handling Honda and Acura created a new division just for Acura. News in the last few months on Adweek.

wackura

I realy like the song they use in the new Honda Accord commercials, but the visuals are similarly dark and and as unflattering as the TSX commercial. They look slick and artsy but they don't sell the cars.