Lexus has a redesigned GS that it truly believes can compete with the likes of the BMW 5 Series and Mercedes-Benz E-Class. So it's going where the eyeballs are with its marketing, ponying up for the brand's first-ever Super Bowl ad. Lexus' commercial is just a 30-second spot, joining the likes of Acura, Audi, Cadillac and other brands buying time during the big game.

Lexus is calling its ad, "The Beast," which calls to mind both President Obama's limo and the 2009 documentary by Eric Bana. The actual spot, however, has a rather hackneyed sci-fi theme: A GS350 is locked up in a shipping container sized cage in a lab, and uses its new "Lexus spindle grille" to break free in a destructive orgy of CGI.

Click past the jump to watch the whole ad.
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Lexus to Unleash 'The Beast' in First Super Bowl Commercial

TORRANCE, Calif., January 31, 2012 – Following the teaser ad released in mid-January, and no longer able to keep the full spot contained, Lexus has unleashed "The Beast," the company's first-ever Super Bowl commercial, prior to Super Bowl XLVI on Sunday, February 5 on NBC.

The :30 second commercial features the all-new 2013 GS as it breaks free from containment, illustrating the company's move in a new design direction for the brand. 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."

The :30 second commercial is scheduled to air at the end of the first quarter of Super Bowl XLVI. An early look at the commercial can be seen today on Lexus social media channels, including Facebook.com/Lexus and YouTube.com/Lexus.


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  • 89 Comments
      dollarbill
      • 2 Years Ago
      Improved , In my opinion .....Looks like they are at least making it more interesting ,no doubt it will run for over 200K miles ...And be quick enough for most of the realtors that will buy it !
      BlackDynamiteOn
      • 2 Years Ago
      Mercedes sells 60k E-Class a year in the US, which is shocking because it is by far the ugliest car in the class BMW sells 50k 5-series Audi sells only 12-15k A6 Infiniti sells the same amount of Ms Lexus wants to sell around 25k GS (It will basically miss the first two months of this year, so 20k this year) That is a realistic goal, that can be passed, if word-of-mouth is strong BD
        desinerd1
        • 2 Years Ago
        @BlackDynamiteOn
        The previous generation E class looked ugly, but the new one is not bad, though it still lags behind the new GS in looks. That, plus the build quality and reliability of Lexus sure makes it a winner.
      Roberto Mot
      • 2 Years Ago
      I don't understand people,if Lexus make a refresh or new in any Lexus car,people said Lexus is try to be BMW,Mercedes,etc...copying design. The spindle grill from Lexus is not the best but at least doesnt look terrible at all and they trying to be original for better or worst but people still buying lexus dont matter how they look is how reliable they are,that's my opinion.
      Michael
      • 2 Years Ago
      did anyone notice that there were 4 containers behind the GS Wonder what they could be??????
        tcbcapri
        • 2 Years Ago
        @Michael
        Yeah, i'm pretty sure that was what Lexus was going for...
      miketim1
      • 2 Years Ago
      Also cool to note the GS F-Sport wears 265 rear tires and can pull 72 mph through the slalom. That’s 4.5-mph quicker than the last GS 350 tested in 2008. To compare a smaller and lighter M3 gets thru the slalom about the same time.
      M3 driver
      • 2 Years Ago
      Hey! check this out. Go and price a 5 series, E class and compare them with this vehicle and let what you see do the talking. Drive it and don't be afraid of the Beast.
      M3 driver
      • 2 Years Ago
      I currenctly have a 2012 BMW M3 convertible and drove the new GS (The Beast) yesterday. Let me tell you, it is by far the best Lexus ever. Trust me!!! Dare to drive it...
      lorenzo
      • 2 Years Ago
      no matter how much they ram it down my throat, I will never like that grill. the reason they want to keep that shape, is because they can own it, nobody else does it - for a reason. no amount of massage will ever make it nice - even on their halo model(s)
        Leather Bear
        • 2 Years Ago
        @lorenzo
        Funny, I feel the same way about Audi's "horse-collar" grille. I've gotten used to it, but I still don't like it. I'll probably feel the same way about the Lexus spindle grille in a few years.
      Zoom
      • 2 Years Ago
      Boring ad, but it's a hot looking car. Kudos Lexus.
      BlackDynamiteOn
      • 2 Years Ago
      Lexus can't win with haters If the use conservative styling, it's bland It they use aggressive designs, it's ugly Haters gone hate! BD
      adika3z
      • 2 Years Ago
      oh noooo, no thank this lexus car, it is so UGLY design and weakness body plus 2 weakness bumpers, dont dont get it this lexus
        • 2 Years Ago
        @adika3z
        [blocked]
          Matt
          • 2 Years Ago
          Do they speak English in What?!
      JESSE
      • 2 Years Ago
      What on God's green earth did they attempt to design!
        Renaurd
        • 2 Years Ago
        @JESSE
        I heard it was suppose to resemble a gargoyle but the designer got confused, he thought they said make it look like an argyle. So he copied the soxs he was wearing that day.
        Lachmund
        • 2 Years Ago
        @JESSE
        clear as sauce: http://imgs.abduzeedo.com/files/articles/predator/17.jpg
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