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Jerry Seinfeld teams up with Acura on new ads

Tuesday, 17 Dec 2013 | 2:37 PM ET

Acura, which featured Jerry Seinfeld in its 2012 Super Bowl commercial, is once again teaming up with the comedian on a new set of ads.

But unlike in 2012, when millions saw Seinfeld as the star of the luxury brand's commercial, his role in these ads will be strictly behind the camera, where he'll act as a writer and creative collaborator.

The spots will only run on the Internet and will debut as part of Acura's exclusive sponsorship for Seinfeld's Web series, "Comedians in Cars Getting Coffee."

(Read more: Call it the Ron Burgundy effect for Chrysler)

"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," Seinfeld said in a release. "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."

Retro-style ads

In a world where automakers are finding it increasingly tougher to cut through the noise and create ads that connect with buyers, Acura's Web-only spots take an interesting approach.

Since working with the auto company on its Super Bowl ad, Seinfeld has stayed in touch with Mike Accavitti, senior vice president at American Honda Motor. During their discussions, the comedian told Accavitti that he didn't really care for any of the ads being aired by the car industry.

So he decided to put his stamp on them.

(Read more: WestJet's feel-good video rubs some the wrong way)

"Jerry is a comedic genius. His creativity and dedication to excellence made these new spots the gems that they are," Accavitti said.

Honda said it doesn't have plans for the ads, which were written by Seinfeld and directed by Barry Sonnenfeld, to hit TV screens in the near future.

(Read more: Automakers that give the most per gallon)

But if they generate some buzz, who knows—there's always the chance the two will revisit their plan.

—By CNBC's Phil LeBeau. Follow him on Twitter @LeBeauCarNews.

Questions? Comments? BehindTheWheel@cnbc.com.

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  • Phil LeBeau is a CNBC auto and airline industry reporter based in the Chicago bureau and editor of the Behind the Wheel section on CNBC.com.

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