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Lexus to Air First-Ever Super Bowl Ad

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2013 Lexus GS Models

author photo by Jeffrey Archer
  • Lexus recently teased its first-ever Super Bowl ad
  • The ad features the new 2013 GS

Lexus is promoting the addition of several new vehicles to its lineup during 2012 with its first ever Super Bowl ad. Recently teased on Lexus's official YouTube channel, the ad is set to air during the first half of the big game and ties in with the brand's new social media campaign dubbed "TweetDrive Engineered by Lexus."

According to Lexus, the 30-second commercial will help the brand reestablish itself after a difficult year of production delays and stock shortages caused by the earthquake and tsunami that struck Japan in March. The automaker says the ad will raise awareness of its upcoming product portfolio, which is led by the upcoming 2013 GS sedan.

"This is a big year for Lexus," said Brian Smith, Lexus's 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."

In the teaser spot uploaded to Lexus's "LexusVehicles" YouTube channel, several desktop items are seen shaking while ominous music plays, lights flicker and loud noises are heard in the background. The camera then zooms in on a steel enclosure as a voiceover announces, "the next generation of Lexus cannot be contained." The steel cage is then rocked by the outline of Lexus's new "spindle" grille, which will make its debut on the GS.

Leading up to the commercial, Lexus is embarking on a new social media campaign dubbed "TweetDrive Engineered by Lexus." The automaker says the campaign is a socially-fueled trivia game that allows fans to earn "yardage" and eventually score a touchdown. For each TweetDrive game played, Lexus says fans are entered to win a grand prize trip for two to one of NBC Sports' 2012 premium sports events.

Lexus revealed its all-new 2013 GS sedan at this year's Pebble Beach Concours d'Elegance in August. The sedan will lead a product revolution for the upscale brand, which promises a whopping nine new or updated models throughout 2012.

What it means to you: Although Lexus had a mediocre 2011, look for the upscale brand to return to form during 2012.

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Lexus to Air First-Ever Super Bowl Ad