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TOV Forums > ILX > > Re: Acura ILX Commercials

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TSX69
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Acura ILX Commercials    (Score: 1, Normal) 05-31-2012 08:25
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http://www.autoevolution.com/news/2013-acura-ilx-commercials-equal-parts-video-45604.html





danielgr
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Re: Acura ILX Commercials    (Score: 1, Normal) 05-31-2012 11:57
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Some people will never end critizicing Honda marketing, but their US branch is doing some seriously good and fun advertising recently. IMHO both of those ILX adds are purposedly well made.

Here is another one I trully love and saw recently. It really kept me laughing for a while and remember it, both being good things (again IMHO).


JeffX
Profile for JeffX
Re: Acura ILX Commercials    (Score: 1, Normal) 05-31-2012 13:39
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danielgr wrote:
Some people will never end critizicing Honda marketing, but their US branch is doing some seriously good and fun advertising recently. IMHO both of those ILX adds are purposedly well made.

Here is another one I trully love and saw recently. It really kept me laughing for a while and remember it, both being good things (again IMHO).




I agree those are two good spots, but "marketing" encompasses much more than television ads. And I think the part of Honda marketing that's being criticized the most isn't the television ads. The entire advertising process is handled out of house by RPA anyhow.

DCR
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Re: Acura ILX Commercials    (Score: 1, Normal) 05-31-2012 16:18
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Besides the inconsistent front/front and front/rear shots when the passenger enters the car, I wonder why they elected to showcase the 6 speed version in the second commercial?
THX17201
Profile for THX17201
Re: Acura ILX Commercials    (Score: 1, Normal) 05-31-2012 16:57
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DCR wrote:
I wonder why they elected to showcase the 6 speed version in the second commercial?


Because its precision crafted performance is very advanced and it inspires all of the other brands so it's very aspirational for the whole world! Just ask the puppet with the Legend...

Powered by Honda
Profile for Powered by Honda
Re: Acura ILX Commercials    (Score: 1, Normal) 05-31-2012 19:26
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Who knows. But I think its better to show the rear to show the difference of night and day, front and back, fun and responsibility as they said.
TSX69
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Re: Acura ILX Commercials    (Score: 1, Normal) 06-01-2012 08:14
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Acura Launches ILX with Gen Y Flavor
Susie Rossick, manager of Acura advertising, tells Marketing Daily that the digital buy will hone in on sites popular with 25-to-34 year olds. "We have upped our percentage of digital spend higher than we have ever done for Acura, because this group spends much more time online than Baby Boomers," she says. "So we're doing things on Pitchfork, Bleacher Report, and Mashable, for example. We are doing homepage takeovers on MSN and Yahoo." The automaker is advertising on Xbox Live, Pandora and Good, and showing creative on YouTube, as well.

98EX4cyl
Profile for 98EX4cyl
Re: Acura ILX Commercials    (Score: 1, Normal) 06-01-2012 13:29
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TSX69 wrote:
Acura Launches ILX with Gen Y Flavor
Susie Rossick, manager of Acura advertising, tells Marketing Daily that the digital buy will hone in on sites popular with 25-to-34 year olds. "We have upped our percentage of digital spend higher than we have ever done for Acura, because this group spends much more time online than Baby Boomers," she says. "So we're doing things on Pitchfork, Bleacher Report, and Mashable, for example. We are doing homepage takeovers on MSN and Yahoo." The automaker is advertising on Xbox Live, Pandora and Good, and showing creative on YouTube, as well.



Let's hope Susie & Acura haven't misjudged the target consumer again. They always make me nervous when they 'pinpoint' a very narrow range of consumers. Acura and Honda have a pretty lousy record of correctly picking these target markets.

Element - 20 & 30 yo looking for a cool outdoorsy ride. Instead popular with many empty-nesters and proved a great alternative to full size vans for many small businesses.

ZDX - doesn't matter what target market - it didn't exist & hasn't sold well

RDX 1st Gen - 30 something urban professionals more concerned with tech goodies than kids. As 2nd Gen sales are showing this could have been winner from the start without the harsh ride and turbo if they targeted it to young families and those downsizing from bigger SUVs.


My fear is the ILX is being mis-marketed and will appeal more to
baby-boomers looking for luxury features with lower fuel costs at a lower price tag. Its also may appeal as an entry-level luxury commuter car for working parents. Trouble with both those ideas is the TSX is a better option at nearly the same cost and offers more hp.

Coming months will tell.


NealX
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Re: Acura ILX Commercials    (Score: 1, Normal) 06-01-2012 13:38
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"...digital spend" and "homepage takeovers..."

So cool.

Torque
Profile for Torque
Re: Acura ILX Commercials    (Score: 1, Normal) 06-01-2012 14:01
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Neal wrote:
"...digital spend" and "homepage takeovers..."

So cool.



More awful marketing types patting themselves on the back on how clever they are with self-made industry terms.


JeffX
Profile for JeffX
Re: Acura ILX Commercials    (Score: 1, Normal) 06-01-2012 14:09
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Neal wrote:
"...digital spend" and "homepage takeovers..."

So cool.



how about a "digital spend" over here at the TOV, eh?


NealX
Profile for NealX
Re: Acura ILX Commercials    (Score: 1, Normal) 06-01-2012 14:30
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Jeff wrote:
Neal wrote:
"...digital spend" and "homepage takeovers..."

So cool.



how about a "digital spend" over here at the TOV, eh?



Perhaps we are what's known as "a hostile witness." ;-)

TSX69
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Re: Acura ILX Commercials    (Score: 1, Normal) 06-05-2012 09:00
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Acura Targets Viable GenY-ers With New ILX Sedan, Campaign
The ILX launch is important for Acura because the brand is still trying to recover its bearings after last year’s earthquake and tsunami in Japan crushed the sales momentum it had begun to build in the U.S. market. And, according to Acura brand executives, they’re still trying to capture a measure of respect.

“Even with restricted inventories, we still sold more cars last year than Lincoln and Cadillac and Volvo and Audi,”
Mike Accavitti, Acura’s U.S. CMO, told me. “Audi gets all these accolades but we sell more cars than them. We’re 4th [in U.S. luxury sales volumes] this year even before high volumes of our 2 new products, ILX and [a new version of the RDX utility vehicle], have gotten onto dealer lots.”

DCR
Profile for DCR
Re: Acura ILX Commercials    (Score: 1, Normal) 06-05-2012 09:31
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"Audi gets all these accolades but we sell more cars than them."

Yup, no damage coming to the brand because of this idiot.

Powered by Honda
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Re: Acura ILX Commercials    (Score: 1, Normal) 06-05-2012 11:32
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TSX69 wrote:
Acura Targets Viable GenY-ers With New ILX Sedan, Campaign
The ILX launch is important for Acura because the brand is still trying to recover its bearings after last year’s earthquake and tsunami in Japan crushed the sales momentum it had begun to build in the U.S. market. And, according to Acura brand executives, they’re still trying to capture a measure of respect.

“Even with restricted inventories, we still sold more cars last year than Lincoln and Cadillac and Volvo and Audi,”
Mike Accavitti, Acura’s U.S. CMO, told me. “Audi gets all these accolades but we sell more cars than them. We’re 4th [in U.S. luxury sales volumes] this year even before high volumes of our 2 new products, ILX and [a new version of the RDX utility vehicle], have gotten onto dealer lots.”




Thats not even a real accomplishment.... Everyone can beat Lincoln and Caddy and Volvo and Overpriced KINGS Audi. *Note Audi cars have the most profit on each model sold over any car*

Try beating BMW then say something.

NealX
Profile for NealX
Re: Acura ILX Commercials    (Score: 1, Normal) 06-05-2012 11:44
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A gentleman doesn't need to talk of the competition he beat. And 4th place is nothing to brag about.
THX17201
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Re: Acura ILX Commercials    (Score: 1, Normal) 06-05-2012 12:21
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DCR wrote:
"Audi gets all these accolades but we sell more cars than them."

Yup, no damage coming to the brand because of this idiot.



Yeah but at what profit margin? I bet the idiot is taking that into account...

DCR
Profile for DCR
Re: Acura ILX Commercials    (Score: 1, Normal) 06-05-2012 12:35
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If so, it isn't apparent.

I don't remember ever reading a comment like this from Honda/Acura. Since the D3 rejects arrived, I think I have said that 5-6 times so far.

Colin
Profile for Colin
Re: Acura ILX Commercials    (Score: 1, Normal) 06-10-2012 23:48
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In the last few days, I've seen the ILX spots on SyFy, Speed, G4 and Discovery.
TurkMan71
Profile for TurkMan71
Re: Acura ILX Commercials    (Score: 1, Normal) 06-11-2012 00:21
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Neal wrote:
A gentleman doesn't need to talk of the competition he beat. And 4th place is nothing to brag about.


Wasn't Acura the number one selling luxury nameplate when it was first introduced in the 80's - granted this was before Lexus existed and the germans were not in to volume sales yet....


4th place? So sad...that being said, I wouldn't care if they were in 10th place as long as they were making cool products again...

TurkMan71
Profile for TurkMan71
Re: Acura ILX Commercials    (Score: 1, Normal) 06-11-2012 00:26
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Jeff wrote:
danielgr wrote:
Some people will never end critizicing Honda marketing, but their US branch is doing some seriously good and fun advertising recently. IMHO both of those ILX adds are purposedly well made.

Here is another one I trully love and saw recently. It really kept me laughing for a while and remember it, both being good things (again IMHO).




I agree those are two good spots, but "marketing" encompasses much more than television ads. And I think the part of Honda marketing that's being criticized the most isn't the television ads. The entire advertising process is handled out of house by RPA anyhow.




I love RPA, I worked there in the 90's - their office was right off of the 3rd street promenade in Santa Monica...that being said, I'm not sure they should have taken the Acura business...they do Honda fine (no matter what people say here), but you need a different mentality for Acura...but hey Honda hasn't fully grasped that concept, why would their ad agency?

TSX69
Profile for TSX69
Re: Acura ILX Commercials    (Score: 1, Normal) 01-18-2015 08:59
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AutoNews
Acura is using Sunday’s AFC Championship game as a springboard for the new ILX sedan’s marketing campaign.

Acura may be sitting out the Super Bowl this year, but that doesn’t mean the brand is letting the high-profile NFL playoffs slip by without making a peep.

The first commercial for the entry-luxury ILX, “Bottle,” will air during the New England Patriots and Indianapolis Colts game. Acura says the commercial is part of the ILX’s larger "Catch it if You Can" campaign that will continue in the coming months.



DCR
Profile for DCR
Re: Acura ILX Commercials    (Score: 1, Normal) 01-21-2015 15:55
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Imagine what Acura could do if they stopped pissing away millions of dollars on shitty ads, and actually put that money into their car development?
TurkMan71
Profile for TurkMan71
Re: Acura ILX Commercials    (Score: 1, Normal) 01-21-2015 16:43
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DCR wrote:
Imagine what Acura could do if they stopped pissing away millions of dollars on shitty ads, and actually put that money into their car development?


What was wrong with it?

DCR
Profile for DCR
Re: Acura ILX Commercials    (Score: 1, Normal) 01-21-2015 19:02
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I don't think anyone is going to having a problem catching an ILX. I think the bigger problem will be actually seeing one.
FiSH-Chan
Profile for FiSH-Chan
Re: Acura ILX Commercials    (Score: 1, Normal) 01-21-2015 19:18
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DCR wrote:
I don't think anyone is going to having a problem catching an ILX. I think the bigger problem will be actually seeing one.


That's why anyone can't catch it :P

iutodd
Profile for iutodd
Re: Acura ILX Commercials    (Score: 1, Normal) 01-21-2015 19:42
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DCR wrote:
Imagine what Acura could do if they stopped pissing away millions of dollars on shitty ads, and actually put that money into their car development?


They could probably afford to cover the cupholders. Of course no one would KNOW that the cupholders were covered but oh well.

Waldo
Profile for Waldo
Re: Acura ILX Commercials    (Score: 1, Normal) 01-21-2015 19:58
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The word of mouth, such as "Acura finally covered the cupholders, yea!!!" should be enough to get people flocking in to buy the cars. Advertising is a total waste of money, especially if you have covered cupholders. With rear seat heater ducts, they will not be able to hold back the hordes of buyers waving money at them.
TurkMan71
Profile for TurkMan71
Re: Acura ILX Commercials    (Score: 1, Normal) 01-21-2015 20:14
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DCR wrote:
I don't think anyone is going to having a problem catching an ILX. I think the bigger problem will be actually seeing one.


Ahhh, I see (or maybe I won't...)

...sidenote, I have seen at least 4-5 ILXs in Chicago driving around, parking in the 'hood.

Well as the art of ads go, I still like this teaser...

chhan02
Profile for chhan02
Re: Acura ILX Commercials    (Score: 1, Normal) 01-21-2015 20:15
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DCR wrote:
I don't think anyone is going to having a problem catching an ILX. I think the bigger problem will be actually seeing one.


Bringing up an old topic: 2.4 TLX. Jeff ran 0-60 in 6.5s.
http://www.vtec.net/forums/one-message?message_id=1210431

With about 400-500 lbs less, and torque coming in earlier than the TLX, I wonder how fast the ILX will run.
6.0-6.2s? That'll be pretty quick, IMO.


 
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