Jerry Seinfeld’s legendary show was “about nothing,” but his Acura ads have a very specific purpose: raising the automaker’s profile and better defining the premium Honda (NYSE:HMC) brand. Critical of the desert-driving commercials that are lost on most auto consumers, Seinfeld has become inspired and hopes to change auto ads while helping the sponsor of his car-themed web series.
In a piece by Bloomberg, Seinfeld described modern automobile commercials as “a total turnoff to the consumer,” adding the “fear-based” images of desert sands and renegade drivers had little connection to the audience watching. Acura executives believe a lack of engagement with their audience is the reason behind mediocre sales, prompting Honda to increase ad spend significantly, starting with Super Bowl commercials.
The famous Seinfeld spot celebrated the Acura NSX concept car, a reason for people to get excited about the brand. Seinfeld told Bloomberg the idea was to get people to engage with him first and then associate that feeling with the car. According to Acura sales figures, the strategy has worked so far for the automaker in 2013.