Acura is advertising its 2017 NSX model, which will become available on February 25, 2016. Watch the above video for the full commercial set to air during the Super Bowl telecast on CBS this Sunday, February 7th. CBS is charging advertisers almost $5 million per 30 seconds of air time. Acura had to have also paid handsomely for the rights to use the Van Halen song “Runnin’ With The Devil,” sung by David Lee Roth over the clip. Roth sings in an isolated vocal track. There is no voice-over, music, or talking throughout the commercial, just the product shots and Roth wailing and squealing to match up with key scenes in the car’s unveiling. Take a look at that sexy body design. Haaaaayaaaah!
Car lovers may drool over the gleaming curvature of the NSX, as the moody blue and red lighting shows off the vehicle’s contours and contrasts with its white headlights. A little Super Bowl-appropriate subtextual patriotism perhaps? Despite Acura being the luxury subdivision of Japanese auto-maker Honda? Sparks literally and figuratively fly as the car is constructed before our eyes. Not on a factory production line but in a sort of mythical melting down of pure steel and with its emergence from a pool of silvery liquid reminiscent of the T-1000 Terminator. I half expected Robert Patrick to be in the driver’s seat.
The commercial ends with the tagline, “What he said.” David Lee Roth conveys what Acura is hoping will be the same excitement shared by the public. Either that or he is yelping over the $156,000 sticker price for the vehicle.
The first Acura NSX has already sold at auction for a bid of $1.2 million. Rick Hendrick of NASCAR’s Hendrick Motorsports, purchased the auto with the impressive VIN number of 001 and had the proceeds from the sale donated to cancer charities.