Luxury vehicle brand Acura has partnered with comedian Jerry Seinfeld and director Barry Sonnenfeld to create a series of spots that will air on season 3 of Seinfeld’s web series Comedians in Cars Getting Coffee, which debuts January 2.
According to a press release, the eight spots are “written and stylized in a retro 1960s style as a spoof of old-time advertising.”
The brand says the spots are a new component in its exclusive sponsorship of Comedians in Cars Getting Coffee, a series in which Seinfeld “picks up other famous comedians in vintage automobiles and takes them out for coffee and funny, intimate conversations.”
The spots were added to Acura’s YouTube Channel on December 17.
As of December 19, viewership numbers range from about 10,000 to 240,000.
“With Sonnenfeld and Acura’s ad agency Mullen, the team has created a campaign that shows Acura’s sense of humor, while touting the many luxury features of new models, including the 2014 MDX three-row luxury SUV and RLX performance sedan,” the release says.
An Acura rep did not respond to a request for comment.
Seinfeld was a writer and creative collaborator on the spots, per the release. He also starred in Acura’s 2012 Super Bowl commercial.
“There is absolutely no doubt that without Acura’s support I would not have been able to continue beyond the initial experiment. And now Acura has enabled me to extend the concept by creating ads that fit the comedy tone of the show,” said Seinfeld in a prepared statement.
Also in a prepared statement, Mike Accavitti, senior vice president of Acura parent American Honda Motor, Co., said the spots appeal to “our independent thinking, car enthusiast target customers.”
Comedians in Cars Getting Coffee has 179,000 Facebook fans; Acura has 453,000.
Seinfeld has also tweeted about the spots to his 2.1 million followers with the hashtag #Acura.
In two prior seasons, Comedians in Cars Getting Coffee has included 16 webisodes with comedians like Ricky Gervais, Sarah Silverman and Chris Rock.