Acura has signed up to sponsor comedian Jerry Seinfeld’s “Comedians in Cars Getting Coffee” Web series for four more seasons.
Honda Motor Co.’s luxury brand said it will exclusively sponsor 24 new episodes, or seasons six, seven, eight and nine, on Sony Pictures Television’s Crackle.com. Acura will also exclusively sponsor the fourth and fifth seasons, debuting online this summer and fall.
The popular Web series has featured Seinfeld talking comedy with a variety of entertainment figures including: fellow Seinfeld alumni Larry David, Jason Alexander and Michael Richards; late-night talk show hosts David Letterman and Jay Leno; shock jock Howard Stern; and comedians Louis CK, Sarah Silverman, Chris Rock and Seth Meyers.
Talent agency Creative Artists Agency arranged the latest deal between Acura and Seinfeld. Since debuting in 2012, the Web show has drawn more than 40 million streams.
Acura has established a strong working partnership with Seinfeld.
Seinfeld even took a stab at copywriting, teaming with Hollywood director Barry Sonnenfeld to create a series of intentionally bad Acura ads produced by Mullen last year.
Previously, Seinfeld co-starred with Leno in a 2012 Super Bowl commercial for Acura.
In a previous interview with Advertising Age, an affiliate of Automotive News, Seinfeld described Comedians in Cars as a “different type” of content. His spoof Acura ads worked well within the offbeat concept, he thought.
It’s “not a real show. There’s no narrative story like ‘Two and a Half Men.’ It’s not ‘The Tonight Show.’ It’s a weird show,” he said. “So if you have a show that’s already a weird show, you want to have commercials that are weird. That’s a good fit.”