No matter how you might describe it – average, ordinary, standard – mediocrity is easy. It requires minimal effort and commitment. Merely existing places no burden or expectation upon one’s shoulders.
To be exceptional, however, is challenging. We must indefatigably commit to excellence and live by three keystones: diligence, innovation, and creation. It takes more than we thought we were capable of, yet we push forward and persevere. We raise the bar and reap the rewards.
Acura’s desire to be exceptional is manifest through its line of performance vehicles. The 2014 Acura RLX Sport Hybrid SH-AWD, 2015 TLX Prototype, and NSX Concept all reflect the future of the Japanese automaker’s designs and engineering. To merely exist in a class of luxury vehicles does not sate the hunger; to be the best is the only option, and every competitor is on the menu.
Michael Accavitti, senior vice president of American Honda Motor Co., may have said it best: “We think sports programming provides us with a great context to showcase the incredible athleticism of these new Acura vehicles and the competitive spirit of the Acura brand.”
The company also parlayed its precision and innovation into the newest commercial that illustrates the allure and power of the luxury-sports models. The advertisement will debut this Saturday night during NBC prime-time programming, carry through NCAA’s “March Madness” that is sponsored by Acura, and conclude on select cable networks in April.
Acura’s advertisement, itself, is impressive.
Imagine this:
Camera shots of an immense crowd gathered in an Aldous Huxley-esque arena. The spectators’ anticipation is conveyed through their bright expressions and tense body language. A quick shift of focus falls on mechanical race horses that bristle with energy. Suddenly, the gates burst open and the idled verve turns kinetic. Everyone cheers as the machines jockey for position, and thoughtful cinematography subtly shows one man whose face hints at his expectation that something unprecedented is about to happen. From among the machines comes a sleek, black horse at full stride and forces its way to the lead.
The horse transforms into the RLX Sport Hybrid SH-AWD, and it is joined by the TLX and NSX. An on-screen graphic fades in to declare “Let the race begin.”
Oh, the beauty and genius of Acura.
If you have any questions or comments, please do not hesitate to contact us at comments@leithmail.com or visit Leith Acura in Cary to speak with one of our wonderful brand ambassadors.
Enjoy the video!