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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.

Acura teases 17 seconds of the NSX on Vine and Instagram

Acura won't roll out the prototype NSX until August 4 when it shows up at Mid-Ohio Raceway for the Honda 200 IndyCar race, and the genuine production car isn't scheduled to arrive until 2015. Acura will, though, make the car a Vine and Instagram video star with snippets of the mid-engined roarer lapping the test track in both the dry and the wet.
After unleashing a six-second loop on Twitter's video service yesterday, it gave fans a bit more by uploading a nine-second clip on Instagram of the coupe throwing up rooster tails and sliding around bends. Best of all is the sound - it's like no Acura you've ever heard outside of a race track. You can check out both videos below.

2016 Acura ILX, for better or worse [UPDATE]

Unfortunately, the slick-shifting six-speed manual transmission has been discontinued. UPDATE: A previous version of this story incorrectly stated that the 2.4-liter engine in the 2016 ILX is the same unit found in the Honda Civic Si. The ILX's new engine is the same direct-injected four-cylinder found in the new TLX. The text has been edited to reflect this. "It's just a badge-engineered Honda Civic." This (uninformed) criticism has been leveled at the Acura ILX since the premium compact arrived on the scene to duke it out with the Buick Verano and, more recently, the Audi A3 and Mercedes-Benz CLA-class. For model year 2016, Acura will attempt to address the car's critics, issuing a major reshuffle of the sedan's lineup along with the typical sheen of a mid-cycle refresh. Following up on the discontinuation of the ILX Hybrid for 2015, Acura is dispatching the antiquated pairing of the base 2.0-liter four-cylinder and five-speed automatic for 2016, and simply slotting in the standard powertrain of the TLX. The 2.4-liter four-cylinder produces 201 horsepower and 180 pound-feet of torque, with peak output arriving at 3,600 rpm. The ILX also benefits from the same eight-speed, dual-clutch transmission found in the TLX. Unfortunately, the slick-shifting six-speed manual transmission we've always enjoyed has been discontinued. Sad trombone, indeed. Powertrain tweaks aside, Acura has issued a pretty handsome freshening for 2016. The ILX was always a handsome offering, but the new front and rear clips are improvements. Acura's love-it-or-hate-it JewelEye headlights have been grafted onto the ILX, while the grille, a traditional weak point for the brand, is perhaps one of the best we've seen out of the company in several years. The rear taillights also received some attention, although it was the back bumper that saw the biggest update, with the lower section getting a sportier look. Acura will also add a new A-Spec package for 2016, which replaces the standard 17-inch wheels with 18s, adds "Euro-style" stitching to the steering wheel and adds black Lux Suede inserts to the seats, along with a flurry of smaller aesthetic tweaks. The A-Spec can be added alongside the existing Premium and Technology Packs. Acura hasn't released any interior images as of this writing, although we'll be sure to snap a few following today's debut conference at the 2014 Los Angeles Auto Show. Until then, scroll down for the official press release from Acura.