The effort, via rp&, a division of Honda's longtime agency RPA, targets in-market luxury consumers and positions Acura as the smart luxury brand to buy today.
Two spots are running on NBA Conference Finals and Championship Series on ABC and ESPN. Radio will air in select markets.
Each begins with a montage of competitive luxury cars with voiceover describing the decisions one has to make when deciding between them. The ads finally settle on Acura as the choice for safety and residual value.
Radio spots and newspaper ads follow the
theme. Online ads include displays that follow TV creative. Search advertising targets Acura competitors and will drive users to specific landing pages, enabling users to compare Acura models
against competitive sets.--Karl Greenberg