- Lexus — which has snubbed the Super Bowl festivities up until now — announced on Tuesday that it will join the fray with an ad for the 2013 Lexus GS.
- A 15-second sneak peek of the Lexus Super Bowl ad can be seen at YouTube/Lexus.
- Audi on Tuesday said it will showcase the 2013 Audi S7 in its Super Bowl commercial.
TORRANCE, California — Lexus — which has snubbed the Super Bowl festivities up until now — announced on Tuesday that it will join the fray with an ad for the 2013 Lexus GS.
A 15-second sneak peek of the Lexus Super Bowl XLVI ad can be seen at YouTube/Lexus. It shows the front end of a car straining to bust out of a shipping container.
"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," said Brian Smith, Lexus vice president of marketing in a statement. "The spot also will convey that even more products are waiting in the wings and are anxious to hit the road."
The commercial debuts in the first half of Super Bowl XLVI on February 5 on NBC.
Suzuki said last week that it will feature the Kizashi in its 2012 Super Bowl ad. Kia will feature supermodel Adriana Lima, rockers Mötley Crüe and mixed martial arts fighter Chuck Liddell in a 60-second spot involving the Kia Optima during the Super Bowl.
Toyota's upscale brand joins a growing list of foreign automakers jumping on the football bandwagon here. Audi on Tuesday also confirmed that it will again be at the Super Bowl, showing off a 60-second commercial focusing on the 2013 Audi S7 sedan, a performance version of the Audi A7. Super Bowl XLVI marks Audi's fifth consecutive appearance as a Super Bowl advertiser.
Mercedes-Benz earlier announced that it had secured the naming rights for the Louisiana Superdome in New Orleans. BMW is the "official luxury automobile" of the Big 10. The link to college and pro football is a way for Japanese and German automakers to "Americanize" their brands.
Inside Line says: There'll be plenty of auto ads to keep you entertained during this year's Super Bowl.
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smallfield says:
06:27 PM, 01/18/2012
I don't care about the Lexus "image", but I can see others needing that type of ad campaign.
I personally hope the product is better. Stats and reviews indicate that probably is finally true. Imagine a reliable car with BMW/Audi levels of handling and feel. In my mind that is perfect.
I imagine they'll announce the GS-F Spring if they are planning one (which I agree is likely). Toyota has a history of lengthy introductions recently. I'm hoping for a true M5/CTS-V/S6 contender.
blackdynamite1 says:
10:08 PM, 01/17/2012
Smallfield
1. The GSF is coming in 2013 (wouldn't want it to out-shine the GS itself. Kind of defeats the purpose.)
2. The goal of this ad is to get the GS noticed. A lap course might be too subtle. Especially given the venue for the ad. If you're going to the Super Bowl to get noticed, be aggressive! And they're selling "The new face of Lexus".
People complain that Lexus has a soft, older, conservative image. We'll see what Lexus cares to do with that next month.......
BD
smallfield says:
06:55 PM, 01/17/2012
Please be the GS-F. That makes more sense for the ad.
Interesting ad direction given this seems to be a finesse car, not power/brute force car. It reminds me of the 5 series of old, turns/stops well. Some cheap cars (V6 camry comes to mind) will give it a run in a straight line.
My ad: Show it and a 535i on the skid pad. Then show it do better on the slalom. Maybe show them lapping and have the engineers recognize how bad the last GS was and what their goals were. That makes the case for me. That's why I'm waiting for it before getting an A6.
Why show this as powerful when that isn't where it leads?
blackdynamite1 says:
03:46 PM, 01/17/2012
Time to release The Beast from The Far East!
FIERCE!
BD