Acura Gets Its Weird On

LANGUAGE ADVISORY

OK, this is just beyond strange. You may have seen it and had the same reaction.

Text courtesy of Popism.com:

Plot / Description

The ability to push ego aside and begin again. That was the inspiration behind our own recreation. A luxury SUV that’s faster, lighter and stronger. Introducing the extremely new 2014 Acura MDX.

“TO IMPROVE — THE ACURA 2014 MDX”

Voiceover

Reinvention isn’t something man discovers, it’s something he creates. The ability to push ego aside and begin again. That was the inspiration behind our creation. A soul, re-imagined.

Written Text

The Extremely New 2014 MDX
Made For Mankind
Acura
acura.com/MDX

Huh?

OK, I get the mankind versus female target demo irony. Ha ha. I suppose that passes for clever in some quarters.

And I also get that advertizing tries to be memorable more than anything else, even if it’s simply by short-circuiting people’s brains with some freak show. Hey, I’m blogging about it, right?

But what the actual fuck?

“The ability to push ego aside and begin again…Reinvention isn’t something man discovers, it’s something he creates. The ability to push ego aside and begin again…A soul, re-imagined.”

Not only a soul, but a re-imagined one. Oh.

It’s a fucking car, people!

And that’s the more normal iteration of their freaking $78 million ad campaign. Here’s an even weirder version:

Backed by an ambient piano track, a voice-over says: “Man is a determined creature. No matter the circumstance, opposition or even understanding, there is an inherent calling to seek, push, improve, transcend. It’s a perpetual process, a necessity of the human spirit, that inspired our own evolution. Because if your quest is to build the world’s smartest luxury SUV for mankind, you must hold yourself to the standard of mankind.” The tagline: “Made for mankind.”

It’s a fucking car.

No, seriously.

—–

Additional thought: Perhaps this plays to the fascist youth impulse (that gravitates toward reordering the world in ones own image via collectivism). Or maybe it’s just supremely, breathtakingly stupid.

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