Soon, one of the largest annual games in the United States will happen, and Lexus will not let its live broadcast pass by without showing a commercial advertisement. After all, it’s the National Football League’s Super Bowl, one of the most watched games both in the stadium and in the television – a big chance to reach a massive audience in one go.
To note, Lexus missed the 2016 edition of the big game, the Super Bowl 50. But the luxury arm of Japanese carmaker Toyota Motors will be present this year. During the 2015 edition – the Super Bowl XLIX – Lexus showed two spots with durations of 30 seconds each. The first spot (Make Some Noise) was about the Lexus NX luxury crossover, while the second ad (Let’s Play) trumped the Lexus RC premium sports coupe.
For this year’s Super Bowl – to be held on February 5, 2017 at the NRG Stadium in Houston, Texas and to be primarily broadcasted live by Fox in the United States – Lexus will be flaunting its newly unveiled LC 500 luxury coupe. Lexus’ upcoming Super Bowl spot will be a 30-second version of a just-released one commercial ad – lasting for a minute -- titled “Man & Machine.” This one-minute features well-known movement artist and street dancer Lil Buck and the sportily elegant Lexus LC 500 luxury coupe seemingly dancing together. The duo matches their rhythm to the dynamic song “Move Your Body” by pop star Sia. The aggressive spot is directed by music video maker Jonas Akerlund, whose previous projects included Madonna’s Ray of Light video. Voiceover is done by award-winning actress Minnie Driver.
At first look, you may find some similarities between the “Make Some Noise” ad in 2015 and the “Man & Machine” spot for 2017. Both commercial ads highlight a new Lexus vehicle, a catchy and beat-hopping music, and some people dancing to that tune. However, Lexus was quick to point out the rationale with latest Super Bowl advertisement. In a press release, Lexus said that the “Man & Machine” spot acknowledges the parallels between the power and athleticism of the carmaker’s premium vehicles and the shapes and movements of the human form.
For the Super Bowl LI, a shorter 30-second version of the “Man & Machine” will be shown. This version will also feature the all-new Lexus LS 500 premium flagship sedan, which was recently unfurled by the Japanese luxury carmaker at the 2017 Detroit Auto Show. The 30-second commercial spot will be shown during the second quarter of the big game. Interestingly, a 30-second spot at the Super Bowl LI has a base rate of $5 million. Quite pricey, it seems, but the reach of a Super Bowl ad is just overwhelming and the $5-million price is truly justifiable. Average TV viewership in the US alone has been exceeding 100 million since 2010. In 2016, the Super Bowl 50 had an average of 111.86 million US viewers, with a peak of 167 million audiences. The Super Bowl XLIX in 2015 held the record for the most watched Super Bowl, with an average US viewership of 114.4 million.