1993 Acura Integra Ls Hatchback 3-door 1.8l on 2040-cars

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2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.

Cody Loveland's Corvette-powered NSX claimed by Pikes Peak

Let there be no doubt - racing automobiles can be very dangerous. This unfortunate fact of life has been proven once again today by Cody Loveland, owner of LoveFab, who crashed his Corvette-powered tube-frame Acura NSX on the second turn of the Pikes Peak hill climb course, apparently after a rear upper control arm failed. Cody hit a wall of boulders at high speed, after which the racecar caught fire.
Cody was able to escape the blaze unhurt - minus some missing hair that was singed off in the fire - but the car appears to be a complete mess, as you can see from the image above. The LoveFab Motorsports team has vowed to do its very best to rebuilt the car in time for the competition, but we'd be awfully surprised (and impressed) if that burnt-up hulk were ready for racing with just a few days to rebuild.
We're happy to hear that Cody got away safely, and here's hoping the rest of the competitors get up the hill without incident, or, like Cody, are at least able to walk away uninjured if they don't.

Acura rejoins with Seinfeld, sponsors Comedians In Cars Getting Coffee [w/videos]

We enjoyed the opening season of Seinfeld's offbeat Comedians In Cars Getting Coffee web series, a video serial where Jerry Seinfeld picked up his friends in some of his classic cars and... chatted. It was a simple premise that offered some genuinely enjoyable moments, even if the 'cars' connection was often a bit incidental. In any case, Acura must have felt the same way, as it has just inked a deal to be the sole sponsor for the series' next season.
Acura, you may recall, already enjoys a relationship with the comedian - Seinfeld starred in the company's 2012 Super Bowl ad alongside the NSX supercar concept. So perhaps it's no surprise that it has signed on to sponsor 24 episodes of the series, due to roll out this year and next. Naturally, with any title sponsorship these days, you can expect to see some integration of the sponsor - in this case, Acura says such measures will involve its new 2014 MDX crossover, integrating "short, contextually relevant ads at the beginning and end of the episode."
Will you watch? For a refresher on Comedians In Cars Getting Coffee, check out a couple of our favorite first season episodes with Michael Richards and Alec Baldwin by scrolling below.