Brand Bowl: Jerry Seinfeld, Jay Leno to Pitch Acura’s NSX on the Super Bowl

Jerry Seinfeld will star in a 60-second spot for the Acura NSX airing on this Sunday’s game. This is Acura’s first time in the Super Bowl. The two-minute extended version of the new spot is posted below. (2012 is shaping up to be the year of the anti-teaser—instead of snippets, we’re getting longer versions as teasers, which will then be cut down for the game itself.)

The new spot, created by rp& (a division of RPA, which handles Acura parent Honda) and directed by Craig Gillespie of MJZ, features Seinfeld trying to bribe a guy who’s ahead of him on the waiting list for the NSX—with a mix of standup jokes and old Seinfeld references. Jay Leno makes a weird appearance at the end. “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, executive creative director at rp&, Acura’s advertising agency of record.

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