By Barry Janoff
January 23, 2017: In the first official use of its new global tagline, Lexus wants people to "Experience Amazing" through a multi-level campaign that will build up to, and then continue after, Super Bowl LI on Feb. 5.
The upscale car company is using the two weeks prior to the Big Game in Houston's NRG Stadium to publicize two new flagship vehicles: the LC 500 and LC 500h performance coupes and the redesigned Lexus LS 500 luxury sedan.
The campaign is anchored by a 60-second spot, "Man & Machine," which features movement artist Lil Buck and music from recording artist Sia to accentuate the "parallels between the shapes and movements of the human form and the power and athleticism of Lexus' most premium models."
A 30-second version will air during the second quarter of Super Bowl LI on Fox.
The spots show Lil Buck performing street dance style "jookin" over and around Lexus cars, played out to "Move Your Body" from Sia's current album This Is Acting.
"Lexus' newest models reaffirm the brand's performance, engineering, design, and craftsmanship prowess,” Brian Bolain, general manager, Lexus marketing, said in a statement.
"The LC and LS were built from the ground up to satisfy the most demanding and discerning luxury buyers, and reflect a brand ethos that aligns with the world's best luxury lifestyle brands."
Lexus has been part of the Super Bowl broadcast roster since 2012 (Super Bowl XLVI).
Fox is charging upward of $5 million for 30-second spots, per industry analysts.
Other car companies scheduled to appear during the Super Bowl LI broadcast include Hyundai, General Motors (Buick), Honda, Kia and Mercedes-Benz.
The car category was tops in ad spend during Super Bowl 50, with nine companies driving a total of $86.4 million during the Big Game broadcast, according to researching and consulting firm Kantar Media, NY.
That figure was down from $96.8 million during Super Bowl XVIX (nine companies) and a category record $113.4 million during Super Bowl XLVIII (11 companies), per Kantar.
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