Honda has tapped Sid Vicious to advertise its 2015 Acura TLX.
In a commercial now airing, Vicious’s 1978 cover of “My Way” accompanies an energetic montage showing the design and development of the much-anticipated vehicle.
This is a key moment for the Tokyo-based manufacturer. The TLX rollout has been conspicuously delayed while Honda perfected Acura’s new handling and safety technologies; a prudent move that would have won the approval of the punk icon and Sex Pistols bass player, who overdosed in 1979 on heroin supplied by his mom.
Acura chief Mike Accavitti told Bloomberg.com he expects the new TLX to be “an acceleration point” for Honda, and hopes that the spirit of Vicious—who was charged with the stabbing death of his girlfriend Nancy Spungen shortly before he died—will appeal to those in the market for a performance-oriented mid-sized sports sedan.