Acura is hoping its buyer base will identify well with turning 30.
The luxury arm of Honda was the first of several premium brands to come out of Japan when it launched in 1986. Although Acura hasn't enjoyed the long-running success of Lexus, the division has staked out a claim for itself as a tech and performance-oriented choice.
Acura's new ad, titled 30 Years Young, features the brand's new voice: Michael B. Jordan (he was also in Acura's Super Bowl 50 spot). The actor has appeared in a number of Hollywood films but is perhaps best known for his role in Friday Night Lights. Ironically, Jordan is 29, so he can't quite identify with turning 30.
New ad features Honda founder Soichiro Honda
The brand's buyers can, apparently: Acura said in a release issued to the media that it has a larger percentage of buyers who fall under the Millennials category than any other luxury brand.
As for the ad itself, it takes viewers time traveling through Acura's history, highlighting cars like the original NSX and, briefly, the Integra Type R. The ad is clearly geared toward enthusiasts, and, interestingly, it doesn't shy away from Acura's connection to parent company Honda. Founder Soichiro Honda even makes an appearance a few times.
Acura says its dealers will get in on the 30th birthday party, too, with collateral related to the ad campaign.