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Acura dealer association nabs retiring pitcher Mariano Rivera for New York spot

Mariano Rivera, considered one of Major League Baseball's best relief and closing pitchers, bought an Acura when he debuted in the major leagues in 1995, and has owned nothing but Acuras since. So it was only natural for the New York Acura Dealers group to strike up a partnership. The fruits of the deal can be seen in the latest New York Acura commercial, called "Legends," which stars Rivera and Acuras new and old. It's narrated by actor Steve Schirripa, who played Bobby "Bacala" Baccalieri in HBO's The Sopranos.
"The spots are a nod to Acura's history and the years it overlapped with Mariano's career," says Scott Rodgers, chief creative officer at Tier10, the ad agency that developed the campaign's concept. With the "Legends" campaign, Rivera and the New York Acura Dealers continue a partnership that has provided $800,000 to the pitcher's charity, the Mariano Rivera Foundation.
The hardest part of the commercial was was finding the cars to star in it, according to Douglas Sonders, co-founder of 8112 Studios, the production company that shot the commercial. "Social media saved the day for us," he says. "After days of cold calls and e-mails to all of our contacts, we ended up sourcing everything we needed in 24 hours after asking our online contacts for assistance."

Acura TLX Luggage Test | Perfectly reasonable trunk space

The Acura TLX has a 13.5-cubic-foot trunk according to the spec sheet. That would be comparable to a typical compact mainstream sedan despite the TLX's exterior dimensions being more akin to a midsize sedan (its 194.6-inch length is right smack between a Toyota Camry and Honda Accord). Luxury cars usually sacrifice utility for style, and by adapting cab-rearward proportions for this latest generation, it shouldn't be surprising that the TLX follows the trend.  However, how much utility does the new TLX sacrifice and is the trunk still useful? Let's find out. It's a fairly deep space, but the amount of width and space behind the wheel wells is also reasonably generous and seemingly useful. As with every luggage test, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D).  To start off, I lined the biggest bags on their sides to demonstrate the difference in the trunk's width relative other sedans. Only three can fit, whereas you can fit four in the majority of midsize sedans. Nevertheless, all the bags fit. That's not the case with the Cadillac CT4 or CT5, or the big fibber, the BMW 3 Series and its "17-cubic-foot" trunk.  Basically, the numbers make sense here. While it can hold all the bags, there really isn't any leftover space as there is in a midsize sedan. That said, I should note that there are plenty of compact crossovers that can't fit all these bags below their cargo covers, including the Mercedes GLC and Alfa Stelvio.  OK, one more trunk-related note. While there is a spare-tire-shaped hole under the trunk floor, there is no spare tire. Instead, you get a compressor encased in foam covering the car's battery. Putting the battery in the trunk is totally normal, but there's something a tad bootleg about this placement. It seems like an afterthought. It almost certainly has to do with engine compartment packaging and/or weight distribution, but it does mean you do without a spare tire. Or, I suppose as BMW is apt to do, extra under-floor cargo space.  Related Content  

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.