Lexus will debut its first-ever Super Bowl commercial for Super Bowl XLVI. The automaker will use its buy to tout its 2013 GS car and and talk about its raft of products to come this year.
The 30-second ad, via Attik, whose main work is Scion, will run during the first half of the game, though there is a 15-second teaser on Lexus social media channels like Facebook.com/Lexus and YouTube.com/Lexus. The launch campaign for the GS, which goes on sale next month, is handled by El Segundo, Calif.-based Team One, Lexus' AOR.
The automaker is doing a lead-up social media campaign called TweetDrive Engineered by Lexus during NFL playoffs. The game, on NBCSports.com, lets players earn yardage, move a virtual “team” down the field and score a touchdown during the actual playoff games and throughout the week.
Lexus says the idea is to gain enough yards to score a touchdown, with yardage accumulated by tweeting correct answers to trivia and predictive gaming questions using #LexusTweetDrive. The grand prize is a trip for two to an NBC Sports Premium Event. No, sorry, not the London 2012 Games or 2012 French Open.
NBC Sports, and Lexus social media outlets and NBCSports.com is promoting the game during the playoffs.