NEW YORK -- Acura’s new TLX sedan takes on the high-wire act of replacing both the TL and TSX in the brand’s lineup. But the ad campaign for it largely plays it safe, with heavy buys on TV, live sports, online video and other digital ad media.
Mike Accavitti, Acura’s brand manager, hopes the car and its big-budget campaign will help revive a brand image that has gone stale. “It’s not like we have a bad reputation that we need to overcome,” he said. “It’s just we have a nondescript reputation.”
The TLX’s ad campaign will be Acura’s biggest ever, surpassing last year’s launch campaign for the redesigned MDX, Acura’s top seller. “TLX is a brand-new nameplate,” Accavitti said. “We have to tell consumers what a TLX is, and we have to spend more.”
Here’s a look at the TLX’s campaign.