Honda will soon launch one of its most expensive ad campaign until now, aimed at female drivers for the redesigned 2014 Acura MDX sport wagon.
The commercial’s slogan is ‘Made for Mankind’ and uses a female narrator. The ad shows women hiking a mountain ridge, interacting with a robot and dancing. The ad will make its official debut in June during the National Hockey League’s Stanley Cup Finals and the full campaign will be presented on July 7th.
Honda is confident that this ad campaign will increase Acura sales, which have dropped 25% in the US from the record of 209,610 units set in 2005. The automaker also promotes the new RLX sedan and NSX sports car, with the MDX being aimed at the female luxury-car buyers.
“Moms drive the MDX; it’s sort of a minivan that’s not a minivan,” Michelle Krebs, an analyst at auto researcher Edmunds.com. “Why not appeal to the female audience? Not many automakers do that.”
Gary Robinson, advertising manager for Honda’s Acura luxury line, said that the MDX advertising campaign is the costliest ever made for Acura, saying that it costs more than twice compared with last year’s Acura campaign, but did not say the price.