Acura's next-generation NSX supercar will debut in Super Bowl 50.
Mullen Lowe's Los Angeles office has crafted a commercial for the automaker set to run during the first quarter of CBS' telecast on Feb. 7. This marks Acura's first Big Game play since 2012, when RPA created a minute-long spot featuring Jerry Seinfeld.
For Super Bowl 50, Acura likely ponied up more than $4 million (which is the reported minimum price, though it's not clear whether Acura's spot will be 30 or 60 seconds), believing the exposure lets the company "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, client vice president and general manager, in a statement.
Few specifics were disclosed, but Acura said the spot heralds the launch of a new campaign focusing on precision-crafted performance and the brand's North American roots. MediaVest and Razorfish are also working on the push, handling buying and digital chores, respectively.
A Mullen Lowe representative said Seinfeld would not be appearing this time around. Back in 2012, his Acura Super Bowl commercial proved extremely popular. However, the ad also sparked controversy when TMZ revealed that the casting company had sought an actor "not too dark" to portray a car dealer. Acura subsequently issued an apology. About a year later, Mullen Lowe picked up the business following a review.
In recent work for the client featuring the Acura MDX, the agency attempted to humanize the carmaker's safety commitment by introducing a most unusual family of "crash test dummies."
In other notable Super Bowl developments, CBS said it is holding out a few slots to sell at the last minute "for north of $5 million."