Acura scores its RDX campaign with a double shot of the Rolling Stones

By Kyle O'Brien | Creative Works Editor



Creative Works article

June 6, 2018 | 4 min read

Luxury car maker Acura is bringing a rainbow of color to the promotion of its new 2019 RDX model, set to a musical score by the Rolling Stones and Motörhead playing the Stones.

A new integrated marketing campaign heralds the arrival of the first in a new generation of Acura products – a high-performance crossover SUV that has just hit dealerships across the US. The 2019 RDX and supporting campaign is a modern take on the brand’s original mantra: ‘Precision Crafted Performance.’ The campaign makes its television premiere with a spot, ‘Launch,’ which airs during tonight’s Game 3 of the NBA Finals on ABC.

The 60-second spot features cameo auto appearances by the first-generation Acura NSX and legendary Integra Type R, highlighting the brand’s performance roots, showcasing Acura’s commitment to Precision Crafted Performance through the vehicles that helped paved the way, leading to the all-new 2019 RDX. The spot also highlights additional Acura products that speak to the brand’s performance core, including: the Acura Precision Concept, second-generation NSX and Acura ARX-05 Daytona Prototype international race car. The ad is buoyed by Motörhead’s rendition of the Rolling Stone’s classic, Sympathy for the Devil, as the auto does its best sportscar-style moves.

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Acura 2019 RDX

Acura's 2019 RDX campaign

‘Rainbow’ showcases what, according to a release, Acura engineers imagined in bringing the Acura ELS Studio 3D premium audio system to life – a 16-channel, 710-watt audio system featuring four ultra-slim speakers creating an immersive audio experience. The RDX’s True Touchpad Interface is also highlighted with its natural language voice commands. In the spot, a woman in an Acura test area asks the system to play the Rolling Stones tune She’s a Rainbow, and when it plays the lights around the vehicle turn technicolor as a shower washes over the vehicle.

“We wanted to launch the all-new RDX with a campaign that, like the RDX itself, connects to Acura’s heart and soul – 'Precision Crafted Performance,' while at the same time expressing the excitement that all of us at Acura share surrounding this vehicle arriving in market,” said Jon Ikeda, vice president and general manager of Acura.

Led by Acura’s agency of record MullenLowe, the new RDX marketing campaign will be announced through high impact, behaviorally targeted placements, including experiential extensions, throughout the year.

Acura: Everything We Ever Imagined and Then Some by MullenLowe

By Acura

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