If there’s any song that best describes the launch of the 2015 Acura TLX, it might be “My Way,” by Frank Sinatra. Acura has almost certainly had a few regrets in the launch of its new mid-size sedan, which resulted in delaying the availability of the TLX to customers, but Acura did what it had to do.
Despite the setbacks Acura experienced this summer with the 2015 TLX, the automaker is going full steam ahead with the rollout of its new sedan including a marketing campaign that is the biggest in the company’s 28-year history. Titled “It’s that kind of thrill,” the campaign kicks off this weekend with a television commercial, but it will expand to include social media, digital and billboard advertisements.
As alluded to earlier, the first video is called “My Way,” and is essentially the entire development of the TLX wrapped up into a 60-second video. It shows some of the advanced technologies and processes that Acura used to create the 2015 TLX, and it does so using “My Way” as the background music but using the punk rock cover version performed by Sid Vicious. A 30-second video called “Rides That Require Waivers” was also released, and it shows a little bit more of the car itself. Finally, Acura is planning shorter 15-second “bite-sized” spots with “high-energy music” including the third video posted below called “Whatever Ludacris is Doing Right Now.”
"The TLX heralds a new era for the Acura sedan lineup and the scale of the marketing effort behind the launch signifies the importance of the model both to the brand and its position within the luxury sedan market. The TLX delivers a thrill like no other and the marketing effort delivers that message front and center in an emotionally engaging way," said Michael Accavitti, senior vice president and general manager for the Acura division.
All three initial videos are posted below, and the spots coincide with the official launch of the TLX, which begins rolling into dealerships this month. The 2015 Acura TLX will be offered in three essential variations with prices ranging from $30,995 for the TLX 2.4 up to $44,700 for the fully loaded TLX 3.5 SH-AWD with Advance Package.
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