Acura faces headwinds on multiple fronts as it tries to drum up interest in its new TLX sedan, which hits dealers Monday.
The luxury segment the car competes in remains mired in a pandemic-induced sales slump. And sedans continue to lose ground to SUVs and crossovers as buyers gravitate to higher-riding vehicles.
But those forces are not stopping Honda Motor Co. from pouring significant marketing behind its premium brand with an ad approach executives hope rises above the sedan clutter.
A new ad from MullenLowe Los Angeles hitting the airwaves Sunday turns the clock back to the silent-film era. A blue TLX appears as the only colored image in the black-and-white ad as it barrels through clichéd silent movie scenes, including a western shootout. A man driving the car outruns a locomotive to rescue a damsel in distress tied to railroad tracks. The soundtrack is “It’s Oh So Quiet,” a song released in the 1950s by comedic actress and singer…