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2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.

2019 Acura MDX refresh brings some sharp enhancements

The outgoing Acura MDX has nothing to be ashamed of, but the thing about refreshes is that the engineers and product teams always have something to fine tune. Some of it is planned in advance — the cosmetic upgrades and the A-Spec trim were probably always part of the product roadmap. But there are also some tweaks that seem to be a response to customer feedback. Let's take a closer look. Most important, some of the goodies reserved only for the old Sport Hybrid will now be available on all MDXs. Notably, the Active Damper System — a continuously adjustable valve that controls the flow of hydraulic fluid within the damper — is available on non-hybrid MDXs for the first time. The system has several settings, from plush to firm. We found this system worked very well on the Sport Hybrid during our first drive, so it's a useful upgrade that buyers will be able to readily appreciate. Next up is an A-Spec appearance trim, which looks sportier but doesn't offer any additional performance or comfort features, just like the rest of Acura's A-Spec models at this point. For the MDX, wider 20-inch wheels and a combination of gloss black and "dark chrome" trim compliment a revised front fascia and grille. Inside, the seats get a mix of Alcantara and leather with contrasting stitching, there are unique gauges, sport pedals, and a thicker steering wheel. It looks decent enough, particularly inside, and there's enough there to make the trim stand apart from the more pedestrian trims. Oh, and there's an exclusive color: Apex Blue Pearl. A quick aside on prices: The base MDX without SH-AWD runs an MSRP of $45,295, and the A-Spec (only available with SH-AWD) is $55,795. Normal MDXs get a few more color options, although they'll cost extra: Majestic Black Pearl, Performance Red, and Canyon Bronze Metallic. One no-cost color option that's new is Gunmetal Metallic. Inside, there are some additional interior options, like Desert Olive Ash wood trim, contrasting seat stitching, and standard 4-way power lumbar adjustment on the front seats. Advance Package MDXs get wider 20-inch wheels, too. And now on to those tweaks and enhancements that might not have been planned a long time ago in a product meeting far away. The engine stop/start function has been tweaked to be smoother and quicker, thanks to an upgraded brake sensor and some software tweaks.

Acura gives us a lightning-quick glimpse of the NSX Type S

Acura released a short preview film to give fans a fast-paced look at the limited-edition NSX Type S. Scheduled to break cover tomorrow, August 12, it's being boldly presented as the final evolution of the second-generation model. The eight-second flick posted on various social media channels provides us with a peek at the Type S' front end. It shows two cars speeding towards the camera down what looks like a race track's main straight. Acura wants to keep the Type S under wraps until its big debut, so the footage gets blurry as the cars speed by; that's why it's called a teaser. We nonetheless think we can squint and discern a redesigned front end with larger air intakes.  Acura might have chiseled bigger vents into the front bumper because the Type S needs additional cooling air. It's powered by a mid-mounted engine, but there are radiators located right behind the front bumper in the regular-production model. Of course, we're not discounting the possibility that the vents were merely added for show. As we previously reported, the visual changes will also include a red engine cover and black exterior accents. Additionally, the Type S will offer more power than the standard, 573-horsepower NSX and sharper handling. Acura will build 350 units of the NSX Type S, and 300 of those have been earmarked for the American market. The model will make its public debut on August 12 on the sidelines of Monterey Car Week, so we won't have to wait long to learn about the improvements the company has made. If you want one, act fast; if you want the first one, bid high. Serial number one will be sold to the highest bidder at Mecum's Monterey sale on August 14, 2021. The proceeds from the sale will benefit a number of charities. As for what's next, nothing suggest there's a third-generation NSX on the way, but the GT3-spec race car will soon receive a round of updates and it might continue racing until 2024. Related video: