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Acura NSX and David Lee Roth wail together in Super Bowl spot

Super Bowl 50 is just over a week away, but carmakers are already rolling out their big ads. Acura's newly released commercial uses the screams and moans from Van Halen's David Lee Roth and the song Runnin' with the Devil to build excitement about the upcoming supercar. As Van Halen plays, the NSX evolves from a slab of metal into the turbocharged, hybrid coupe. In a patriotic touch, the commercial uses red, white, and blue to subtly communicate the supercar's US development and production. It's a clever ad, sure, but we wish it showed more of the new NSX's high-performance capability. There's never a bad time to listen to some Van Halen, though. The video above is the 30-second Super Bowl commercial, which airs during the first quarter. However, the clip below is a one-minute version that lets the visuals breathe more. The longer cut is the better one, but Acura's choice is understandable given the expense of Super Bowl ad time. Acura Rolls Out American-made NSX Supercar with Super Bowl Commercial Set to Van Halen Classic, Runnin' with the Devil Jan 29, 2016 - TORRANCE, Calif. Iconic Van Halen song infuses high-voltage energy into NSX rollout Comprehensive activation includes social media sweepstakes, enabling consumers to experience the NSX Acura is one of the first brands to use Twitter Conversational Video to launch Super Bowl spot Acura is showcasing the next generation NSX, the only supercar made in America1, to the soundtrack of an iconic American rock song in a new commercial that will debut during Super Bowl 50. The high-energy vocal effects of the Van Halen classic Runnin' with the Devil provide the powerful beat for the Acura commercial that will appear during the first quarter of the big game. The spot is a showcase of the Precision Crafted Performance brand direction that is core to the Acura brand and vividly represented in the NSX supercar. The new Acura Super Bowl commercial is posted to Acura.com and Acura social media channels for previewing before the big game and is augmented with a series of unique social media activations and live experiences, including one of the first applications of Twitter Conversational Video to launch a Super Bowl spot. "In our Acura commercial, we wanted to convey the excitement of the NSX to a big Super Bowl audience," said Jon Ikeda, vice president and general manager of Acura.

Did Acura just confirm it's working on an Integra successor?

The Acura Integra (pictured above in Type R trim) was one of the definitive vehicles of the Acura brand in the US, having joined the Legend at the marque's birth here. However, since the retirement of the RSX, the luxury arm of Honda has lacked a compact, sporty coupe to fill that niche. There appears to be a chance of that absence possibly coming to an end in the coming years, though.
Acura lead designer Dave Marek spoke to Car and Driver during the SEMA Show and said, "A performance brand needs a flagship and it needs an accessible sport car. Not a sports car, but a sport car." However, he also suggested that a new model wouldn't be spinning its tires too soon, at least not before 2017 by his indication.
While the vague possibility of a new sports coupe is still years away, Acura is taking its early steps in a brand revitalization campaign that includes spinning the luxury arm further away from Honda. The strong initial sales of the TLX are certainly a good start, but the work appears to just be beginning, according to Marek. "There are changes coming, and then there are more changes coming," he said to Car and Driver.

Junkyard Gem: 1988 Acura Integra LS Liftback Sedan

Years before Toyota and Nissan brought the Lexus and Infiniti brands to North America, Honda created its Acura luxury division. When the first Acuras showed up here in 1986, there were two models: the Legend midsize luxury sedan, developed in partnership with Rover, and the Civic-based Integra. Today's Junkyard Gem is one of those first-generation Integras, found in a Northern California self-service yard recently. The 1986-1989 Integra was available here as a liftback with two or four doors (Japanese buyers of the Honda Integra could get a sedan version). It was based on the fourth-generation Civic chassis but got a more powerful engine and snazzier interior. The U.S.-market 1988 Integra got a 1.6-liter DOHC engine rated at 113 horsepower and 99 pound-feet. This was eight more horses and one more pound-foot than the most powerful new Civic available here that year. The first-generation Integra was quick for its time, especially with the base five-speed manual transmission. This car appears to have been bought as a comfortable commuter machine, however, because it has the four-speed automatic. Note the Hondamatic-inspired D4/D3/2 shifter positions. The emissions sticker tells us that this is a "49-state" car, not originally sold in the Golden State. It drove 293,237 miles during its career, which is decent for a late-1980s Honda but nowhere near as good as others I've found from the same era. At the moment, the highest odometer reading I've found in a discarded Honda product was 626,472 miles in a 1988 Accord. The highest-mile Acura-badged Junkyard Gem so far is a 1995 Integra with 342,768 miles. This car is a high-zoot LS model, and its MSRP with the automatic transmission would have been $13,144 (about $34,966 in 2023 dollars). The 1988 Civic LX sedan with automatic listed at $10,205 ($27,148), and it had the same excellent build quality. The Integra got a bunch of standard comfort and convenience options that cost extra on the Civic, however, and of course the 1988 Civic sedan had a trunk instead of a hatch. Air conditioning was not base equipment in this car, but the original purchaser opted for it. That was a wise move for those long Central Valley commutes during summer. Formula 1 technology… aaaand it's street-legal. Soichiro Honda's love of racing paid off in the showrooms. Not bad for a guy whose first couple of factories were destroyed by B-29s and an earthquake. It was known as the Honda Quint Integra in Japan, at first. Michael J.