RPA wanted to leverage the jaw-dropping Acura NSX concept car as a halo product for the whole Acura brand, in order to pull in shoppers who might not have been otherwise considering it. To do so, we turned to the biggest advertising platform there is — the Super Bowl.

We collaborated with famed car nut Jerry Seinfeld. Turns out, in addition to being passionate about cars, he’s also very funny.

The set-up was simple. Jerry REALLY wants to be the first one to get his hands on the NSX. But someone beat him to it. From there, Jerry pulls out all the stops to convince his new friend to trade places with him. But just as he’s about to succeed, his plan is foiled by another funnyman and famous car fanatic — Jay Leno.

It was one of the most popular spots of that year’s game, and was recently named one of the top 10 Super Bowl commercials ever.

No word if Jerry ever got his NSX.