Updated: Here’s the Lexus GS “Beast” Super Bowl Commercial!
Lexus released the teaser for it’s first-ever Super Bowl ad last week, and this morning we got the full version. Here’s what the company cooked up for the big game.
The ad starts with a shot outside earth’s atmosphere, and proceeds to an interior shot of a lab. Presumably, this is where the mad scientists behind the new GS live. Here’s the official word from the brass on the spot:
Following the teaser ad released in mid-January, and no longer able to keep the full spot contained, Lexus has unleashed “The Beast,” the company’s first-ever Super Bowl commercial, prior to Super Bowl XLVI on Sunday, February 5 on NBC.
The :30 second commercial features the all-new 2013 GS as it breaks free from containment, illustrating the company’s move in a new design direction for the brand. The spot also hints at the additional new vehicles Lexus will unveil later in the year, which are waiting in the wings for their turn to burst onto the scene.
“The all-new Lexus GS is showcased in this ad because it’s the first model to feature the new look of Lexus and it’s also the first of nine new or updated models we’ll launch this year,” said Brian Smith, Lexus vice president of marketing. “This spot looks very different than anything Lexus has done before and demonstrates to the 50-million-strong Super Bowl audience that 2012 will be a breakthrough year for Lexus.”
The :30 second commercial is scheduled to air at the end of the first quarter of Super Bowl XLVI.
The teaser didn’t leave a lot of surprises, but personally, I wasn’t expecting a talking animal, Ferris Bueller, or–I don’t know–Betty White to make an appearance. But just because this was released today doesn’t mean that all the Super Bowl surprises are out of the bag. As Joe Z pointed out, at around :29, you can see four more boxes in the background… Will we see more spots during the Big Game?
So what do you think? Sound off on the Forum!
Here’s the teaser released last week:
The Super Bowl is an epic confrontation. It’s also an excuse to drink before noon, eat taco dip and watch ferociously expensive television commercials. It actually seems a little odd that Lexus hasn’t released a Super Bowl spot previously, which only amplifies the anticipation. Here’s the official line from Brian Smith, Lexus vice president of marketing:
“This is a big year for Lexus as we introduce nine new or updated models, and the Super Bowl provides us with an equally big opportunity to reach a highly engaged audience of 50 million people,” said Brian Smith, Lexus vice president of marketing. “The star of our commercial is the all-new 2013 GS which launches in February and kicks off a pivotal era for the Lexus brand. The spot also will convey that even more products are waiting in the wings and are anxious to hit the road.”
I’ve posted the 15-second teaser clip above, and while it doesn’t reveal much, the overall aesthetic kind of rules out proven Super Bowl performers like precocious children, talking animals and hilarious juxtaposition.
