Jerry Seinfeld will again pen Acura ads that will be shown before and after episodes of "Comedians in Cars Getting Coffee." According to Seinfeld, the second set of ads will tackle on the idea that a car is "going to completely remake your life." That idea gave birth to Dan Granite, a fictional car salesman who provides life advices while touting the Acura TLX to a prospective buyer.
"I sell cars, you sell you," Granite says, albeit obscurely. Seinfeld told Advertising Age that he and Acura have cut 10 spots, two for each episode. Acura recently agreed to be the exclusive sponsor of 24 new episodes – covering seasons six, even, eight and nine -- on Sony Pictures Television's Crackle.com.
Acura is also sponsoring this season, with another set to run online in the fall. Mike Accavitti, general manager of American Honda's Acura Division, remarked that they have “stumbled onto something special," referring to the show.
Seinfeld admitted the fact that thanks to Acura sponsorship, the show goes on. He remarked that he doesn't think that he would be doing the show at this point if it weren't for Acura. He noted that Acura is a good fit for the show.
Seinfeld quipped that he isn't interested in a marketing title to affix to his name, unlike other celebrity endorsers. "I don't like titles. I don't like credits. I just like doing the gig," he said.
Accavitti disclosed that while agency Mullen provided some support to ads, Seinfeld did "all the heavy lifting" partly to make sure that they were contextually relevant.