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With a few of our readers providing some particularly good insight into Acura’s ILX campaign based on their work in marketing, I’m submitting an ad for the TSX from 2009 for their consideration, as well as my own commentary.

The ads are similar in essence, targeting a similar audience, with a similar product with similar positioning. What are the differences? To my untrained eye, the TSX ad is more compelling. If Acura is really going for the “aspirational” aspect, then I aspire more towards the TSX ad; the beach, the open road, the big city skyline, infinity pools, the avant-garde hip-hop/electro soundtrack, the night clubs, lots of long-legged girls that also smile demurely at you.

Also more compelling is the idea of “start-up luxury”. That was the main theme they used in Canada. This is apparently a U.S. ad, and they took a slightly different approach.

“This isn’t soft luxury. This is start a business, sell it and start another one, luxury”

That’s what’s mentioned at 27 seconds in. Think about that versus the office stooge/airport hamster characters in the ILX ad. What’s more compelling to a young man looking to blaze a trail in the world?

Reader nathaniel called me out for my lack of branding knowledge, and it’s true, I’m not a professional marketer. But my past columns seem to have struck a nerve with many people, and like I said, you don’t have to be a chef to know the food is bad. Nathaniel, APaGttH, any other marketing pros and anyone interesting in this sort of stuff, let me know what you think about this ad versus the ILX ad. I’ve already declared my preference. Dissenting opinions always welcome.

Generation Why: For Comparison, An Acura TSX Ad From 2009 | The Truth About Cars


Generation Why: The Acura ILX And The Aspirational Advertisement
Generation Why: The Acura ILX And The Aspirational Advertisement | The Truth About Cars

 

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If trying to market towards Gen Y, a ILX commercial done in the way the 2009 TSX commercial was done would appeal to the target group much more since it's more of an adventurous commercial unlike the ILX commercial which just shows some guy going a dinner and meeting to the street.
 

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Move up without settling down. I like that. They are marketing heavily towards the Gen Y. The commercials seem to work as I can relate to them.
With some Gen Y people it doesn't I notice that no matter how much you market a product towards the Gen Y crowd it just doesn't do much to pull them towards the product.
 

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They tend to trust things more from word of mouth and their own personal research.. they tend to research a lot on line to look for things.. to base their purchase on
 
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