New ad campaign asks you to stop talking and just drive.
The arrival of the next-generation 2021 Acura TLX marks a welcome return to form for the Japanese automaker. Put simply, this is the sports sedan we've been waiting for, with its stunning looks and potent performance that gives its German rivals, the Audi S4 and BMW M340i, a serious run for their money. Acura claims the all-new TLX is the "quickest, best-handling and most well-appointed sedan" in the company's 35-year history, and so a special sports sedan deserves a special commercial to promote its prowess.
Just before customer deliveries of the new TLX begin this fall, Acura has released a cinematic TV spot for the new performance sedan. It's an inventive campaign that effectively showcases how the new model is a significant step up from its predecessor.
In the 60-second commercial video titled "Break the Silence," the Acura TLX stars in a 1920s-style silent film set to a soundtrack by Betty Hutton's 'It's Oh So Quiet.' The message is clear: Acura wants you to stop talking and take the new TLX for a spin.
To demonstrate the car's agile handling, we get to see the sports sedan burn some rubber, perform a reverse 180, and slide around corners on the city streets, with the black and white visuals contrasting with the range-topping Type S model's striking Apex Blue Pearl paint.
The car's automatic emergency braking safety system is also demonstrated as the TLX stops in time to avoid a pedestrian carrying paint, which gets splattered onto the windshield. The short film concludes with the driver switching to Sport+ mode, which adjusts the throttle response, transmission, AWD system, power steering, and adaptive dampers, to catch up with a train and save a damsel in distress tied to the track.
Starting at $35,000, the 2021 Acura TLX will arrive in dealers on September 28, while the Type S will go on sale next spring with an MSRP of $45,000.