WK 15: Acura–Mixing the Old with New To Get a Captivating Ad

                                                              Acura 2023 - The Full Line 

WK 15: Acura–Mixing the Old with New To Get a Captivating Ad:

Acura is a luxury car company known and sold to millions in North America. With that much attention and such a high profile, coming out with head-turning commercials is a must. This is one of those commercials. In this Acura commercial, they display a variety of their vehicles in a similar style to a movie, as if the vehicles are the actors while also using a 70’s song that sounds more 50’s rockabilly, creatively capturing the audience from the start. While these are just some of what makes this commercial successful, there are other key factors as well, such as in the way they display their vehicles and more! 

Capturing the audience's attention within the first few seconds, just 1 second in, with a song style that sounds more like 50’s rockabilly, Acura showcases their unique creativity from the start. Making this commercial stand out from typical commercials that are often using more current music. This was a very wise choice for Acura on many levels. For one, it’s different and in no way cookie-cutter. Consumers and potential consumers are much more likely to remember the company that was different, and maybe a little risky in the viewer's eye, than the one playing it safe, those ads just end up blending into the background. Also as discussed in a previous weekly reading, consumers can’t and often don’t separate the difference between a company and its product, in this case, both their vehicles and their ad. 

With this in mind, Acura is likely to place itself as a company that those who are more of a risk taker may be pulled to as well as appealing to the popular interest in older or vintage things, another successful point in their song choice. Acura also was successful in how they displayed some of their different vehicles in this commercial. They do a great job of showing what makes these vehicles similar but different while also showcasing all their vehicles durability with an off-roading example that is similar to my Subarua weblog from week 12. The way and style in which they showcase these similarities and differences is also successful. Showcasing these vehicles like a movie, as if the vehicles are the actors, is another display of the creative and innovative ways Acura targets its market while capturing the audience's attention and is even complete with end credits. With a target market of high-end buyers, Acura, as well as other luxury car brands, needs to come out with commercials that really pack a punch and this commercial does just that.