Acura for the second time in its 30-year history will advertise during the Super Bowl.
The Honda near-luxury brand says the commercial will run during the first quarter of the annual NFL championship game, to be played Feb. 7 in Santa Clara, CA.
“As the Acura brand continues to gain momentum and the next-generation NSX supercar is about to make its market debut as the pinnacle expression of Acura performance and prestige, the Super Bowl is the perfect place for Acura to make a powerful brand statement to one of the largest viewing audiences in American history, and one that is incredibly attentive to advertising,” Jon Ikeda, vice president-Acura, says in a statement.
Last year the Super Bowl reportedly was viewed by its biggest U.S. audience ever, 114.4 million people.
The commercial is said to focus on the brand’s North American roots and will be part of a broader advertising campaign that also will feature the brand’s values and future direction.
Acura made its Super Bowl ad debut in 2012 with a well-received spot that starred comedian Jerry Seinfeld and an earlier iteration of the NSX.
Acura sales through November were up 6.9% to 160,342, largely on the strength of the brand’s RDX CUV, up 16.1% this year, as well as its TLX sedan, which debuted last year and replaced the TSX and TL sedans.