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Acura launches ad spots for Seinfeld's Comedians in Cars Getting Coffee

Acura and Jerry Seinfeld are expanding their partnership as season three of the comedian's web series, Comedians in Cars Getting Coffee, prepares to debut. Seinfeld has paired with director Barry Sonnenfeld to create a series of ads for the luxury brand showcasing the new Acura RLX and MDX.
There are eight spots, written by Seinfeld and directed by Sonnenfeld, that seemingly mock advertisements of the 1960s, with a deep-voiced, smooth-talking host highlighting the cars in question. It's all very folksy, Leave it to Beaver style humor. We'd be lying, though, if we said we weren't reminded a bit too forcefully of Dodge's successful range of Will Ferrell ads when watching the eight Acura spots.
"My idea for Comedians In Cars Getting Coffee was to show this certain aspect of the stand-up comedy world in a way that comedy fans would enjoy experiencing as if they were there," said Seinfeld. "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."

Acura Integra Luggage Test: How big is the trunk?

The new 2023 Acura Integra, just like the original 1986 Acura Integra, has four doors and a hatchbacked trunk. That lends it more versatility than a regular enclosed trunk, and judging by the official cargo capacity numbers, more space, too. On paper, it wows with 24.3 cubic-feet, which would in theory be better than some small crossovers like the Mazda CX-30 and Subaru Crosstrek. It should also kick the luggage-testing snot out of the Honda Civic, with which it shares so much. That car, including the Civic Si, has a 14.8 cubic-foot trunk.  In theory, the Integra should be able to stuff 10 cubic-feet worth of extra luggage in its hatchbacked cargo area than the Civic can. Let's not bury the lede, here: Ah, no it can't. Not even close. The Integra can carry less stuff than a Civic sedan. Ditto a Mazda CX-30 and Subaru Crosstrek, for that matter. No matter what else is about to follow, though, this shot is ultimately an important one. Look at that opening! It's huge and obviously makes loading so much easier. Remove the cargo cover and lower the seats, and you also have substantially better maximum cargo capacity and versatility than any sedan could provide.  It also lets a 2-year-old do this. OK, now that small people storage is out of the way, let's talk about the cargo cover. It is a gigantic mesh piece bracketed my rigid plastic. This means that you're pretty much screwed if you suddenly need space beyond what's below the cover. You ain't storing this thing inside the car. There is a slight silver lining, however, which I'll get to momentarily.  First, let's see how many bags fit with the cover in place (ish).  As in every luggage test I do, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D). That's all the big bags up there, but as you can see (above right), the blue bag is totally smashed. I couldn't do that if there was actually something in the bag. Ergo, forget this. This would be the four biggest bags plus the fancy bag, which is still a bit squished but usable. There is still an issue, though. The black bag at the upper right forced the cargo cover up and out of its bracket when the trunk lid was closed. The trunk still closed, though.

Acura files for Integra Type S trademark

It's only been a couple of weeks since Acura dropped the news bomb that it was bringing back the Integra. In that time, though, the company has quickly applied to trademark the name "Integra Type S" with the US Patent and Trademark Office. The filing, discovered by CarBuzz, was submitted on Aug. 20, a little less than a week after the Integra revival was announced. Curiously, it's under the category of "Apparel and headwear, namely, caps, hats, T-shirts, shirts, sweatshirts, knit shirts, polo shirts, jackets and vests," rather than automobiles.   It seems unlikely, though, that Acura would trademark Integra Type S for shirts and hats if it didn't plan on building a car to go along with it. So the Integra may come in standard and hotted up versions. The last time Acura offered an Type S in North America, it wasn't officially called that. During Acura's switch to an alphanumeric naming convention, the Integra name was dropped in favor of RSX, built from 2002-06. There, the Type S moniker, while not as hard-core as the previous-generation Integra Type R, still meant a considerable bump in performance. Regular RSX models had 160 horsepower, but the RSX Type S cranked out 200 to 210, depending on the year. The Type S was also available exclusively with a manual transmission, and had improved suspension and brakes. While a similar improvement in hardware would be more than welcome on an Integra Type S, we don't want to get too excited over what could just be a logo on a T-shirt. The wouldn't be the first time in recent memory a carmaker trademarked a familiar name for swag. Earlier this year Nissan trademarked Fairlady Z — the original name for the Nissan Z-car — for usage on anything from cuff links to wall clocks. Meanwhile, Ford stepped in and trademarked the name Skyline for the category of cars and trucks. So Acura should probably just go ahead and get the trademark for cars, even if it doesn't plan on offering it at all.