Super Bowl

Lexus Joins Traffic Jam of Companies Releasing Ads Before Super Bowl

'The Beast' Is Automaker's First Ad in Big Game

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Advertising Age Player

The information superhighway is becoming congested with car commercials in the run-up to the Super Bowl this weekend.

Lexus is the latest automaker to enter the on-ramp, with a 30-second spot that is the brand's first for the Big Game. Touting the luxury label's 2013 GS, the spot is scheduled to air at the end of the first quarter. The GS is one of several new or updated models coming to showrooms this year, and announces a revised design statement for Lexus.

The spot, called "The Beast" -- an exercise in understatement -- was created by Attik, a Lexus roster agency; the overall GS campaign is being orchestrated by the brand's agency of record, Team One. The spot has a rather Jurassic Park feel, with the car igniting inside a containment chamber before it breaks out and skids to center stage. The voice over, "This is just the beginning," hints at the models to come.

Following a trend set last year with the pregame release of Volkswagen's "The Force" TV spot, several automakers scheduled for this year's event have released teasers or complete spots, so it's clear that online exposure rather than surprise is driving these decisions. Other automakers with ads already available for viewing include Chevrolet, Audi, VW, Honda, Toyota, Hyundai and Acura.

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