Acura - Transactions

February 05, 2012 | :30

Although it wasn’t anticipated as eagerly as Honda’s “Ferris Bueller” homage the same year, the “Transactions” for Honda sibling Acura may have broken through a bit more on game day. It’s over the top, but it’s not that hard to imagine real-life sports car afficionado Jerry Seinfeld duking it out with noted gearhead Jay Leno for the first Acura NSX supercar off the production line. And it's a pretty striking marketing strategy, executed here by RPA, to put down Super Bowl dollars on an expensive ad like to promote what you'll see clearly labeled in the dealership as a "concept car." 

On the other hand, “Matthew’s Day Off” had the benefit of advertising a model that was, you know, available.

Acura wouldn’t buy another big game spot until Super Bowl 50 in 2016 ("What He Said"), in anticipation of the NSX’s first actual arrivals at dealerships that spring.

Seinfeld contributed substantial creative assistance in the final cut, Mike Accavitti, chief marketing officer at American Honda, told Automotive News at the time. “This is an unprecedented time in our history," Accavitti said. "We needed to get Acura noticed."

Director: Craig Gillespie, who made Snickers's 2010 spot slamming Betty White to the turf and renewing her status as America's sweetheart ("Game"). Production company: MJZ. Director of photography: Emmanuel Lubezki. Production writers: Jerry Seinfeld, Barry Marder, Chuck Martin, Spike Feresten.

VP/executive creative director: John Hage. VP/head of art: Phillip Squier. Associate creative director/copywriter: Jon King. Art director: Brian Hall. VP/executive producer: Jack Epsteen.

VFX: Eight VFX. Editorial: Arcade. Editor: Kim Bica. Sound design: Mit Out Sound. Sound designer: RenKlyce.

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  • BrandKia
  • Year2012
  • AgencyRPA
  • Superbowl #XLVI
  • Quarter airedQ3