Acura is coming back to the Super Bowl after a four-year absence. The Honda-owned brand will run a spot in the first quarter that will feature the NSX supercar, which begins shipping this spring.
The same vehicle was the star the last time Acura appeared in game in 2012, long before it was available for shipment. That ad, which marked Acura's Super Bowl debut, featured Jerry Seinfeld battling noted gearhead Jay Leno for the first NSX off the production line. Could the 2016 spot be the conclusion to that battle? It doesn't sound like it. While Acura is not revealing creative details, a spokeswoman confirmed that Mr. Seinfeld and Mr. Leno will not be in the commercial. Rather, it will focus on plugging the larger Acura brand, she said.
In a statement, Acura said the spot will "focus on the luxury automaker's North American roots." The agency is Mullen Lowe.
"As the Acura brand continues to gain momentum and the next-generation NSX supercar is about to make its market debut as the pinnacle expression of Acura performance and prestige, the Super Bowl is the perfect place for Acura to make a powerful brand statement to one of the largest viewing audiences in American history, and one that is incredibly attentive to advertising," said Jon Ikeda, vice president and general manager of Acura.
In its statement, Acura pointed out that "more than 98% of Acura models sold in North America are built in the region." The NSX was designed in Los Angeles and engineered and manufactured in Ohio.