This spot is everything entertainment should be – funny, nostalgic, innovative and fun to watch. The only problem is that the spot is MORE entertainment and less advertisement. It DOESN'T sell an Acura, it sells Seinfeld.
Don't get it wrong, everyone loves Seinfeld, but the messaging of Acura's IMPRESSIVE new NSX gets completely lost in this spot. Overall, the spot is good for Seinfeld, bad for Acura…despite the 17 Million views on YouTube! Note, viewers came to see Seinfeld and walked away with little to no information about the car. We know Jerry is begging for the Acura, but we have no idea why. And isn’t that really the point?
Acura released two new ads this week for their "Acura Season of Reason Sales Event." Both spots feature Celebrity Endorsements – one with songstress Bette Midler and the other with chef Gordon Ramsay. While the spots provide 15 seconds of entertainment value, they do not do much to build the Acura brand or to foster awareness of the sales event.
Acura relies too heavily on the humor of the situation, rather than the sale. And while Acura uses the Celebrity Endorsements to generate awareness, there is no positive alignment or brand association between the celebrities and Acura.
Brands need to use athletes, actors, musicians and chefs for both elevation and to communicate messaging. Humor can have a place in endorsements, but the humor needs to be much more pointed and strategic to the brand's goals. Toyota recently did a nice job of this with their spot featuring Kelly Clarkson, Chris Berman, James Lipton and Andrew Zimmern (Read Celebrity Pitch's Review).
I expected more from a major auto maker – these new spots are good SNL clips, not commercials. Skip the "Acura Season of Reason Sales Event" – whatever that is.