If any car in recent memory deserves a relaunch, the 2017 Acura NSX is it. Years of similar-appearing concept cars and waiting made it easy to fall numb to the—very cool and quite slick-driving—production car that trailed Acura’s initial go-ahead for a resurrected NSX by five years. And then the ’17 NSX finally landed at the 2015 Detroit auto show just to have its pants pulled down by Ford’s performance-car blitz, which included the new GT. So Acura is taking a shot at a redo, a big redo: A 30-second screamer of a commercial during this year’s Super Bowl featuring its new hybrid supercar.
America, allow Acura to please reintroduce itself. The spot is chock-full of gratuitous NSX porn, all of it rendered in stark shades of red, white, and blue—a subtle nod to Acura’s decision to build the sports car in Ohio—and set to the screams, yelps, and yowls of Van Halen’s Runnin’ with the Devil. The catch line, “What He Said,” points directly to Van Halen’s inscrutable-yet-excited noise-making; as in, we should all be so ga-ga as to lose control over Acura’s hot new ride. We’d say the commercial works—which is good for Acura, given each 30-second slot in this year’s big game is rumored to have sold for $5 million—although with all the red, white, and blue, we wish Acura had come out during the ad and directly mentioned that the NSX is built right here in the U.S. of A. Take a watch for yourself, and be sure to jack that volume for full effect:
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