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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.

Acura spotlights NSX pace car at Pikes Peak

You can't just have any old street car setting the pace at the Pikes Peak International Hill Climb, can you? Of course not. For that task, you'd need a supercar with exceptionally high performance capabilities. Something like the new Acura NSX, for example. Fortunately that's just what the organizers of the annual Race to the Clouds selected to serve as official pace car this year. Honda's new hybrid supercar, set to be built in Ohio, donned a unique livery, a senior PR rep behind the wheel, and a smattering of GoPro cameras to speed up the 14,110-foot mountain. Naturally the twin-turbo V6 engine, nine-speed, dual-clutch transmission, and three-motor Sport Hybrid Super Handling All-Wheel Drive (SH-AWD) system formed an integral part of the package as well, even if its output hasn't been officially released more specifically than the "over 550 horsepower" we've been told to expect. The Japanese automaker also placed another couple dozen cameras along the 12.4-mile route and its 156 turns. Which is a good thing, considering that most of us weren't there in Colorado to see it make its run up the mountain, and nobody was there at each corner as it passed – except, of course, for the driver, Sage Marie. The rest of us will want to check out the minute-long clip Acura has released to see the NSX gun for the sky.

2014 Acura MDX SH-AWD

There are certain vehicles on sale today that are affected by what I call 'Camry Syndrome.' Named after Toyota's ubiquitous family hauler, Camry Syndrome affects a fair number of cars and trucks, many of which are exceedingly popular with consumers.
The issue I have with these vehicles is that while they're adequate, they lack ambition. Their looks are clean and reasonably attractive, but they're not particularly stylish, let alone adventuresome or - heaven forbid - polarizing. Their interiors are comfortable and well screwed together, with the sort of popular features that consumers expect at a given price point. Their engines are decently powerful and vocal enough to set the heart very slightly aflutter, yet they're not too thirsty. Their transmissions are invisible and their rides are best described with whatever buzzword synonym Joe Consumer might come up with for "sporty" or "luxurious." In short, they're boring.
In reality, provided they sell well, there's really nothing wrong with automakers building Camry Syndrome vehicles - they're reasonably competent at everything and clearly meet a need. The problem is that I want some aspects of my vehicle to be better than others, because contrast breeds character. I wish someone at Acura felt the way I did when it redesigned this MDX for 2014, because for me, there's so much of this premium crossover that's merely middle of the road.