Acura to Debut Super Bowl XLVI Commercial, First for the Brand
Acura, for the first time, will run a commercial during the Super Bowl championship game to capitalize on communicating with the more than 100 million viewers. Designed to strengthen Acura brand awareness and leverage Acura's announcement in Detroit at the North American International Auto Show earlier this month, a 60-second commercial featuring the iconic talent of Jerry Seinfeld and Jay Leno coupled with the highly anticipated NSX supercar concept will air during the third quarter.
"Acura has a specific plan in place across all communication channels to build off of the first round of product news announced at the North American International Auto Show. The response to the ILX, RDX and NSX supercar concept has been extremely positive," said Susie Rossick, Acura Brand Manager. "Our Super Bowl strategies are simple-build upon the buzz created in Detroit and leverage the excitement for the future return of the legendary NSX to the Acura lineup."
This commercial, "Transactions," depicts the over-the-top antics of two actual top car collectors, Jerry Seinfeld and Jay Leno, in an unrelenting bid to be the first in line to take delivery on the first Acura NSX.
"The goal is to present a commercial that not only clearly positions the NSX as the ultimate 'must have' sports car, but does it in a way that is memorable, entertaining and aligned with Acura's brand position," said John Hage, EVP/executive creative director at rp&, Acura's advertising agency of record.
The Super Bowl campaign includes a pre-game release of a 1-minute 50-second -extended version of "Transactions," PR initiatives, search, seeding and paid media placements. The commercial will be featured in Acura dealerships across the country. In addition, as the preferred vehicle of W Hotels, the commercial will be shown in-car on the MDX's rear-entertainment DVD screen during guest rides.
"Transactions" will help to build upon the anticipation coalescing for the next chapter of Acura, which commences this spring with the launch of the all-new RDX crossover sport utility vehicle and the introduction of the all-new ILX luxury compact sedan.