Lexus has redesigned the GS to better compete with the likes of the BMW 5 Series and Mercedes-Benz E-Class. The automaker decided to make the sedan’s performance and styling attributes a little more aggressive this time around, and that’s certainly apparent in a new 30-second spot that’s due to run during the Super Bowl.
The new sci-fi-themed ad, dubbed “The Beast,” is the company’s first-ever Super Bowl commercial. It depicts a GS350 that’s locked up in a shipping container-like cage in a lab. The car then uses its distinctive “Lexus spindle grille” to break free. The spot also hints at the additional new vehicles Lexus will unveil later in the year, which are waiting in the wings for their turn to burst onto the scene.
“The all-new Lexus GS is showcased in this ad because it’s the first model to feature the new look of Lexus and it’s also the first of nine new or updated models we’ll launch this year,” said Brian Smith, Lexus vice president of marketing. “This spot looks very different than anything Lexus has done before and demonstrates to the 50-million-strong Super Bowl audience that 2012 will be a breakthrough year for Lexus.”
Although the ad isn’t slated to hit the airwaves until Sunday, February 5 on NBC, you can check it out ahead of time below.
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