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	<title>Build Communications &#187; Acura</title>
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		<title>This is not the way to differentiate</title>
		<link>http://www.buildcommunications.com/2008/12/02/this-is-not-the-way-to-differentiate/</link>
		<comments>http://www.buildcommunications.com/2008/12/02/this-is-not-the-way-to-differentiate/#comments</comments>
		<pubDate>Wed, 03 Dec 2008 03:47:33 +0000</pubDate>
		<dc:creator>Chris Thiede</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branding]]></category>
		<category><![CDATA[Marketing Strategy]]></category>
		<category><![CDATA[Acura]]></category>
		<category><![CDATA[Lexus]]></category>

		<guid isPermaLink="false">http://www.buildcommunications.com/?p=57</guid>
		<description><![CDATA[There are some unmistakable signs that the holiday season is upon us.  The days get shorter, the air a bit cooler (for those of us living in the North), and the stores display Christmas decorations, although lately that&#8217;s been starting around Labor Day. And there&#8217;s one more that anyone who watches TV will recognize.  No, [...]]]></description>
			<content:encoded><![CDATA[<p>There are some unmistakable signs that the holiday season is upon us.  The days get shorter, the air a bit cooler (for those of us living in the North), and the stores display Christmas decorations, although lately that&#8217;s been starting around Labor Day.</p>
<p>And there&#8217;s one more that anyone who watches TV will recognize.  No, not Christmas specials like The Grinch or Rudolph.  I&#8217;m talking about the Lexus &#8220;December to Remember&#8221; ads.  You know, the pretentious ads where yuppie couples with apparently way too much money surprise their spouses with a new Lexus with a giant bow?</p>
<p>These ads started to get annoying a few years ago, so they started to get clever.  This year&#8217;s ads are pretty well done, though given the state of the economy, perhaps a bit off the mark.</p>
<p><img style="background-repeat: no-repeat; background-color: #ffffcc; background-image: url(http://www.ideas2chew.com/wp-includes/js/tinymce/plugins/media/img/flash.gif); background-position: 50% 50%; border: 1px dotted #cc0000;" title="&quot;allowFullScreen&quot;:&quot;true&quot;,&quot;allowscriptaccess&quot;:&quot;always&quot;,&quot;src&quot;:&quot;http://www.youtube.com/v/J2qS2FAN3HI&amp;hl=en&amp;fs=1&quot;" src="http://www.ideas2chew.com/wp-includes/js/tinymce/plugins/media/img/trans.gif" alt="" width="425" height="344" /></p>
<p>So it&#8217;s just another year, right?  Another holiday season, another round of Lexus &#8220;Giant Bow&#8221; ads.  Then I see the ads for Acura.</p>
<p><img style="background-repeat: no-repeat; background-color: #ffffcc; background-image: url(http://www.ideas2chew.com/wp-includes/js/tinymce/plugins/media/img/flash.gif); background-position: 50% 50%; border: 1px dotted #cc0000;" title="&quot;allowFullScreen&quot;:&quot;true&quot;,&quot;allowscriptaccess&quot;:&quot;always&quot;,&quot;src&quot;:&quot;http://www.youtube.com/v/Ij030SX-v0o&amp;hl=en&amp;fs=1&quot;" src="http://www.ideas2chew.com/wp-includes/js/tinymce/plugins/media/img/trans.gif" alt="" width="425" height="344" /></p>
<p>They&#8217;re nearly identical.  Sure, Acura doesn&#8217;t have the giant bow, but both ads are based on the concept of capturing the childhood joy of Christmas morning.  I find this to be most unfortunate for Acura and Lexus.  It&#8217;s likely to be a coincidence, but still unfortunate.  As nice as Japanese luxury cars like Lexus and Acura are, they are criticized by car enthusiasts for their homogeneity.</p>
<p>It doesn&#8217;t help that their ads are nearly indistinguishable.</p>
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