Acura NSX, Honda CR-V ads for Super Bowl will feature Seinfeld, Ferris Bueller

Article by Christian Andrei, on January 30, 2012

American Honda Motor Co. will feature comedy and popular celebrities in a pair of 1-minute TV advertisements to be aired during the Super Bowl. An Acura spot will have comedian Jerry Seinfeld who commits the most outrageous acts to bribe the person who has the rights to the first 2015 Acura NSX supercar. This spot is the first Super Bowl appearance for the brand.

Meanwhile, Matthew Broderick will be seen resuming his role as high school truant Ferris Bueller, calling in sick to an acting performance but spending the day driving around in a Honda CR-V crossover. The two commercials will have 30-second variants that will be aired on TV through spring. There will also be links to social media and "Easter egg" prize hunts.

Extended variants and outtakes will be available on Honda's YouTube channel. The automaker is attempting to drive traffic to Acura and Honda websites and showrooms in an effort to bounce back from the earthquake-related inventory shortages last year. American Honda's chief marketing officer Mike Accavitti related that they want to entertain and engage the audience into the brand as well as generate "buzz and excitement." He added that the advertisements communicate the product, brand and message "in a memorable way" to their target audience "in a relevant way."

As mentioned, the CR-V spot shows Broderick calling in sick to his agent, but spends the day avoiding him while driving a CR-V between a roller-coaster ride, a museum tour and singing in a parade. This spot features the Bluetooth hands-free connectivity of the CR-V. It also highlights a true test of the suspension that fans of Ferris Bueller's Day Off will be pleased about. Todd Phillips directed the spot. He was popular for his work on Old School and The Hangover. The backing music for this spot is "Oh Yeah," by Yello.

Press Release

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.

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