The automotive place to be in February isn't the Chicago Auto Show for most manufacturers. It's your television screen, which is why Lexus is placing its first-ever ad in the Super Bowl.
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At this time, the teams are unknown, but the game, while still a major sports attraction in terms of fan interest and betting, is matched by the interest in the commercials that debut during it. That's why Lexus is shelling out an estimated $3.5 million (just in air time) to promote the 2013 Lexus GS 350.
Lexus is making that investment because it is fighting to stay relevant among luxury car buyers. It's no longer enough just to be good – a brand needs to be great. As demonstrated during a media preview in Las Vegas in November, the Japanese automaker has a great car on its hand. Now it just needs to make sure the affluent buying public gets the word. Hence, the first-ever Super Bowl ad for Lexus.
"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."
The 30-second Lexus commercial is scheduled to run during the first half of Super Bowl XLVI. The first half is considered prime territory for a Super Bowl ad with the best position being the spot right after kickoff. Longtime customers get the prime spots. Look for Lexus to be somewhere in the second quarter – a good, but not great spot.
A 15 second sneak-peek of the commercial can be seen on Lexus social media channels, including Facebook.com/Lexus and YouTube.com/Lexus. The ads were created by Attik, a Lexus roster agency, while the overall GS launch advertising is headed by Lexus' agency of record, Team One.
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