Is the Lexus Super Bowl Commercial “Super Bowl” Enough for the Super Bowl?
Football might be America’s de facto national religion, but for most folks, the glorious game day orgy of alcohol, company and gluttony is far more compelling than any gridiron drama. They’ll only bother to look at a television during the fantastically expensive—and traditionally awesome—commercials.
“Going for subtlety on a day historically defined by drunken spectacle and bombast is a mistake. At best, a large part of the audience will tune out and scramble for snacks.”
Now, when I think Super Bowl commercials, I think sex, epic hilarity, even more ridiculous sex, empowering vignettes and pounding rock and roll.
Which is why I don’t think the Lexus spot for the NX is appropriate. Sure, there are plenty of glamour shots. It has an interesting organic soundtrack. It showcases the compact crossover’s trick touchpad interface. It “makes the car the star.”
Yawn.
It’s a regular commercial—is it really worth the 4.5 million bucks it’ll cost Lexus to air?
In my opinion, going for subtlety on a day historically defined by drunken spectacle and bombast is a mistake. At best, a large part of the audience will tune out and scramble for snacks. At worst? It’ll be mocked as boring, a label Lexus has been not-so-quietly putting behind it in recent years.
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