Lexus social media channels are now showing “The Beast”, a 30-second spot for the 2013 GS – its first TV commercial ever for the Super Bowl. The ad spot shows the 2013 GS as it gets away from being contained. It’s aimed at demonstrating the new design direction of the brand. The GS will start selling this February. Furthermore, this ad hints at the other new models that will be out later this year.
The ad will be broadcast at the end of the first quarter during the Super Bowl. Lexus revealed a preview of this commercial a few weeks ago on YouTube and on Facebook.
The new look of Lexus is first seen in the Lexus GS – the first of 9 new or updated models that will be launched this year by Lexus, according to marketing VP Brian Smith. He also said in the statement that this ad is “very different” from what Lexus has done previously.
Attik, a Lexus agency, created the commercial but Team One, Lexus’ agency of record, heads the overall GS launch advertising. Among the other auto companies that have Super Bowl spots this year are American Honda American Suzuki, Audi of America, Cars.com, Chrysler Group, General Motors, Hyundai Motor America, Kia Motors America, Toyota Motor Sales U.S.A. and Volkswagen of America.