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Acura puts on display of mechanical horsepower in new ad

Originally forged with a brand identity based on luxury, sportiness and practicality, Acura has spent the last decade or so struggling with its image. The sporting credibility suffered a mighty blow with the loss of cars like the Integra, RSX and NSX, and recent years have seen the Japanese company attempting to recast itself as a technology leader.
All of that makes this latest Acura commercial, Let The Race Begin, even more difficult to understand, metaphorically speaking. The horsepower-horse race 'theme' certainly isn't difficult to fathom, with mecca-equine versions of popular luxury brands filling the screen. But the choice to make Acura's filly a flesh-and-blood creation seems odd, for the high-tech theme. Acura as "thoroughbred apart from the rest of the field" seems to be the rough message here, though we're not sure we're buying it. We're also not sure we're comfortable with how much these ponies reminded us of a certain off-putting robotic dog...
Looks expensive, at any rate. Watch the robot ponies run for yourself, below.

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.

Acura reveals Ludacris' restored Legend, Galpin ILX at SEMA

Acura gave us a hint couple of weeks ago at what it had in store for the SEMA show this year. The Japanese luxury marque has detailed the full extent of its presence at this year's tuner expo, but the main act under the Acura tent (oddly enough) isn't a new vehicle. The star of the show is a 1993 luxury sedan with celebrity provenance. The Legend belongs to rapper-turned-actor Chris "Ludacris" Bridges, of hip-hop and Fast & Furious fame. The automaker has thoroughly restored and modernized the vehicle that featured on the cover of his ninth studio album Ludaversal. At the end of a two-month project, the sedan has been refinished in a custom shade of Warm Cashmere with Ice Pearl. It now rides on 18-inch Rays alloys with Bridgestone Potenza rubber, fitted to a suspension lowered by two inches with H&R springs and Eibach camber kit. It has upgraded brakes with six-piston calipers up front and four-pots at back, and a Pioneer audio system with Alpine subwoofers and Apple CarPlay integration. To complement the Legend, Galpin worked up a 2016 Acura ILX. It has an aero kit, fog lights, custom exhaust, coilover suspension, Borla exhaust, and 19-inch wheels with Pirelli P Zero rubber. The body's been repainted in Sunburst Yellow with gray accents, and sports an interior with perforated leather and gold trim. There'll be another ILX on display with Acura Genuine Accessory parts as well. But the Japanese automaker won't miss the chance to display its new NSX. The supercar's being showcased in a new shade called Nouvelle Blue Pearl. Watch this space for live photos from the show floor, and scope out the details in the press release below in the meantime. Related Video: Acura Showcases Passion for Performance at 2015 SEMA Show Highlights include restored 1993 "Ludacris Legend", a sport-modified 2016 Acura ILX Sports Sedan, next-generation Acura NSX supercar and 2016 ILX with Acura Genuine Accessory package LAS VEGAS, NV. (Nov. 3, 2015) – Acura today thrilled the 2015 SEMA Show with multiple innovative expressions of the brand's performance-crafted DNA – past, present and future – including the debut of the meticulously restored 1993 "Ludacris Legend" sedan, a sport-modified 2016 Acura ILX by Galpin Auto Sports, and the next-generation Acura NSX supercar, slated for its U.S. launch next spring. The Acura exhibit also features a 2016 Acura ILX with the Acura Genuine Accessory Package in Slate Silver Metallic.