Acura’s all-new 2022 MDX launch campaign (acura.us/mdxlaunchcampaign) reveals how Acura’s long-term success in racing and sports cars leads the fourth-generation SUV to its new position as the brand’s flagship before arriving at dealerships on Feb. 2.
The latest Acura campaign highlights key components of the all-new MDX, including its bold and athletic exterior design, along with a new, sophisticated and sleek interior featuring the most high-tech and advanced cockpit in the history of the brand, set to the soundtrack of Queen’s “Tear It Up.”A first-ever double-wishbone front suspension added to its all-new, ultra-rigid chassis, featured in an accompanying spot (acura.us/mdxperformance), which also reveals the towing capability of MDX, underpins the performance of MDX. Full MDX information for 2022 is available here.
The integrated campaign takes viewers on an exciting trip through Acura’s pinnacle vehicles and racecars to highlight that MDX shares the “same DNA” as the original 1991 NSX, 2001 Integra Type R and the 2021 NSX. Acura’s racing heritage is reflected with the Comptech Spice Acura GTP Lights racecar that Parker Johnstone drove to three consecutive IMSA Camel Lights Driver’s Championships from 1991 to 1993, along with an appearance by the back-to-back IMSA Championship-winning NSX GT3 Evo.
In partnership with record agency Mullen Lowe LA, the campaign was created and will be featured on radio, digital and social media. Cable and live sports are main national coverage highlights-NBA, NCAA and March Madness match-ups.
The 2022 MDX campaign will also be featured on streaming channels with: 30 and: 15 innovative TV versions, along with: 06 social media versions. MDX spots for Acura will also run in the Spanish and Chinese languages.
Other main components of campaigns include:
Origin Story,” an activation of social media launching on Acura’s social channels next month with a series of videos that dive further into the performance and innovation story of “the same DNA” that led to MDX.”
“Working Mom,” a dedicated Spanish-language:30 TV spot that will highlight the duality of the 2022 MDX as a high-performance and ultra-modern family SUV to meet Hispanic audiences through national Hispanic networks, including Telemundo and Univision.
Travel + Leisure, Conde Nast, Martini, as well as Hispanic outlets such as People en Español and Mama’s Latina are high-impact digital editorial collaborations.
Integration of high-impact digital media, partnering with niche publishers such as Asian Media Company, to meet main Chinese audiences.