• by Steve McClellan  @mp_mcclellan, February 7, 2014

Acura is setting the stage for its 2014 marketing effort with the launch of a new TV ad to promote three new cars in its lineup. The spot, called “Let The Race Begin,” from Mullen, debuts this weekend during prime-time Winter Olympics coverage on major market NBC affiliates.

It will also air extensively during coverage of the NCAA Men’s National Basketball Tournament in March and on national cable starting in April. Mediavest put together the media plan.

“We’re moving to sharpen our focus on Acura’s two incredible new sedans and on the NSX supercar as the ultimate expression of Acura performance,” said Michael Accavitti, senior vice president, American Honda Motor, Co.  “We think sports programming provides us with a great context to showcase the incredible athleticism of these new Acura vehicles and the competitive spirit of the Acura brand.”

To tease the release of the new spot, Acura offered its Instagram followers an exclusive first look. The first 50 people to comment on an Acura Instagram post on Feb. 6 received a short preview of the 60-second film via Instagram Direct, the social network’s early-form private messaging feature.  

The ad features the TLX Prototype sports sedan, the RLX Sport Hybrid SH-AWD flagship sedan and the NSX Concept supercar.  Acura is focusing heavily on its performance lineup this year, and the ad expresses a new tone and attitude to align with that focus.

The setting for the spot is an otherworldly-looking horse-racing track -- with rider-less steeds that appear steely and robotic. The Acura fleet captures a dramatic victory over its equine competitors. The spot invites viewers to bet on “performance that changes the game” with “a power that goes beyond the machine.”

The Mullen-created spot was directed by Adam Berg, with extensive special effects work by MPC LA.