Super Bowl LI is less than two weeks away. We all know what time it is then, right? A number of automakers are already gearing up for the Big Game with their Super Bowl commercials, and as the days wind down to February 5, 2017, we’re going to see more brands roll out their ads in one of the year’s biggest night in advertising. For now, Lexus seems to be the first to the party after unveiling its 60-second extended spot for the Super Bowl, titled “Man & Machine.”
The star of the ad is the new Lexus LC, the same performance coupe that Lexus hopes will pose a strong challenge to established rivals like the Porsche 911. That goal won’t be realized overnight, but at the very least, Lexus wants the LC to make a strong impression to the American buying public, which is why the automaker pulled out all the stops to make this ad as meaningful and as memorable as possible.
The treatment of the ad itself is indicative of Lexus’ mood for the LC. There are no cute storyboards or witty lines. There are no gimmicks or cheap pops either. There’s only the coupe taking center stage with noted street dancer Lil Buck providing the entertainment with his trademark style of dancing to the tune of Sia’s “Move Your Body.” A voice-over joins in half-way through the ad with a short comment about how some machines can inspire emotion, alluding, of course, to the Lexus LC and the reactions people get upon seeing the car and the emotions felt when driving it.
As far as the whole commercial goes, it’s not the kind of hard-sell ad that we’ve come to expect from Super Bowl commercials. Instead, it takes a different approach in establishing the LC as a car that’s worth our attention. On that level, the ad succeeds in doing just that, for better or worse.
Continue after the jump to read the full story.
from Top Speed http://ift.tt/2k53UJK
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