Acura Launches a New Marketing Campaign and TV Commercial

Acura's "Point of View" commercial 3 photos
Photo: Acura
Acura's "Point of View" commercialAcura's "Point of View" commercial
Right before the eagerly awaited launch of its next-generation NSX supercar and the celebration, on March 27, 2016, of its 30th anniversary as a leading luxury automotive brand, Acura announced the launch of a new marketing campaign.
The Acura “Point of View” brand campaign reintroduces Precision Crafted Performance as the company’s core promise to its customers, and it will debut during the NFL AFC playoffs with a sixty-second spot.

According to Jon Ikeda, vice president and general manager of Acura, “There is no more clear promise for the Acura brand than Precision Crafted Performance. We’re committed to infusing this core Acura promise into every facet of our products and the customer experience, including our marketing voice. The new Acura NSX supercar, which anchors the launch of the campaign, is a pinnacle expression of our DNA and demonstrates how we will deliver on those core values.

The Japanese company also brought actor Michael B. Jordan on board, as its new voice for national broadcast advertising. Jordan is known for his appearances in the Rocky sequel Creed, The Wire and Friday Night Lights.

The new campaign will include a multi-channel rollout on Acura digital and social media platforms, including placements on ESPN, Yahoo and Facebook. It will also extend into Super Bowl 50, where the carmaker will run a spot during the first quarter focused on the NSX and its North American roots.

The “Point of View” spot was previewed at the Detroit Auto Show during the brand’s press conference, where its Acura Precision Concept was also unveiled.

This spring marks an important milestone for the automaker, as it celebrates its 30th anniversary since launching in America on March 27, 1986, as the first Japanese luxury automotive brand.

The brand’s first cars on US soil were the Acura Legend Sedan and Integra Coupe, introduced under the “Precision Crafted Automobiles” tagline, which later evolved into “Precision Crafted Performance” with the introduction of the first generation Acura NSX.

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