With taglines like "We built this one for us," Acura's marketing campaign for the 2015 TLX sedan will be the company's biggest ever.
Honda hopes the campaign, which features Frank Sinatra's iconic "My Way" as covered by Sid Vicious, will rejuvenate the brand image, Automotive News reported.
"It's not like we have a bad reputation that we need to overcome," brand manager Mike Accavitti told Automotive News. "It's just we have a nondescript reputation."
The automaker's U.S. division is looking to challenge some serious rivals with the new campaign, Edmunds.com reported.
"TLX is a brand-new nameplate," Accavitti said. "We have to tell consumers what a TLX is, and we have to spend more."
The brand has prepared 13 video clips that will become TV and online commercial spots, Ed Beadle, senior marketing manager at Acura, told Automotive News. The marketing initiative will kick off on Aug. 17 and is scheduled to launch on more than 25 cable networks.
Another component of the campaign will be special "Twitter Cards" that will let potential buyers and car enthusiasts design their own vehicle within a tweet.
Some 2015 Acura features to be highlighted in the campaign include "Siri Eyes Free voice-command capability, Precision All-Wheel Steer and Super Handling All-Wheel Drive or SH-AWD," according to Edmunds.
Replacing the TL and TSX models, the new luxury sedan starts at $31,890 and has garnered impressive reviews so far, The Columbus Dispatch reported.
"It reaffirms what we've been saying and what we believe, that this is an incredibly competitive car for the midsize segment," said Accavitti, as quoted by The Columbus Dispatch.
He declined to specify how much Honda is spending for the upcoming campaign.
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