Acura is returning to the Super Bowl after four years.
The brand says the first quarter spot will feature the NSX supercar to emphasize its North American roots and will focus on the brand’s recent return to ‘Precision Crafted Performance’ as its tagline.
“We want to come back and really demonstrate our commitment to the brand,” Leila Cesario, Acura’s national advertising manager, told Automotive News. 2016 marks Acura’s 30th anniversary in the U.S., and the “timing makes sense” for Acura to remind customers and viewers what the brand stands for, using the NSX as a brand statement, Cesario said.
The ad, Acura said, is part of a “comprehensive marketing strategy that conveys the brand’s values, North American roots and future direction.”
The ad won’t feature Jerry Seinfeld or Jay Leno, who appeared in a 2012 Super Bowl spot for the NSX, or any celebrities for that matter.
Cesario declined to say whether it was a 30, 60 or 90 second ad or what Acura paid for it. A 30-second Super Bowl ad is expected to cost as much as $5 million according to CBS, which is broadcasting the game in 2016.
The Super Bowl was an easy choice for Acura “in terms of the sheer number of people that watch and the opportunity to get our message out in a very big and public way,” Cesario said.
Last year’s game reached more than 114 million viewers.