Acura Will Return to the Super Bowl After a 3-Year Absence

Mullen Lowe's Los Angeles office has crafted a commercial for the automaker set to run during the first quarter of CBS' telecast on Feb. 7. This marks Acura's first Big Game play since 2012, when RPA created a minute-long spot featuring Jerry Seinfeld.

For Super Bowl 50, Acura likely ponied up more than $4 million (which is the reported minimum price, though it's not clear whether Acura's spot will be 30 or 60 seconds), believing the exposure lets the company "make a powerful brand statement to one of the largest viewing audiences in American history, and one that is incredibly attentive to advertising," said Jon Ikeda, client vice president and general manager, in a statement.

Few specifics were disclosed, but Acura said the spot heralds the launch of a new campaign focusing on precision-crafted performance and the brand's North American roots....