Acura Puts $78M Behind Its Maiden Mullen Campaign
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Acura is about to unleash the priciest campaign in the brand’s history — and its first from agency Mullen — with the lofty premise that it’s “Made for mankind.”
Gary Robinson, manager-Acura national advertising and brand, called it “the biggest launch in Acura history in terms of scope and dollars … double what we spent on the RDX.” Acura spent $39 million on the national launch of the RDX in 2012, according to Kantar Media.
But it’s not just the budget that’s eye-popping. The opening 60-second TV commercial, which breaks July 7, may give pause to viewers who remember Infiniti’s “Rocks and Trees” campaign from Hill Holliday nearly a quarter-century ago. Seeking to highlight the “synergy between man and machine,” the first 60-second TV spot features dreamlike images of people climbing large trees, scuba-diving in underwater caves and an astronaut gazing at light from a nearby galaxy. The MDX isn’t shown until the last 20 seconds.
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