On the heels of Lexus’ first Super Bowl spot, the luxury automaker is launching a multi-faceted marketing campaign for its 2013 Lexus GS sport sedan. The bold new GS—which arrives in showrooms this week—marks a defining moment in Lexus’ history, with major enhancements in performance, design, technology and luxury.
“This vehicle has come farther, faster than any other vehicle we’ve developed, and is the first to wear the new design face of Lexus,” said Brian Smith, Lexus vice president of marketing.
“With the GS, we’re redefining our place in the industry, as well as in drivers’ minds. Our marketing campaign has to do the same, and it’s supported by one of the largest media buys in the history of the company.”
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Each of the four television commercials featured in the campaign reinforce the notion that once you rewrite the rules of your industry, “There’s no going back.”
Two spots titled, “Resistance,” highlight the cutting-edge technology features available in the new GS. On a moonlit night, objects from technology’s past, including a telephone booth, turntable, and typewriter, begin to slide along a desolate road, as if pulled by a mysterious force.
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The GS begins to get pulled back as well, but the car fights the force and breaks free, taking off in the other direction. As the car gains momentum, it skillfully swerves around the oncoming objects.
One spot introduces you to the next generation Enform app suite, where apps allow drivers to perform local searches, make restaurant reservations, purchase movie tickets and more. The second spot promotes leading-edge safety technology—including the Night Vision System and Blind Spot Monitor—which help keep the driver safe from the dangerous objects hurtling his way.
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A third spot, “Beast,” is a derivative of the brand’s Super Bowl commercial and showcases performance features of the vehicle, including the four driving modes (ECO, Normal, Sport and Sport S+) and Lexus Dynamic Handling system.
In a futuristic lab, there are several loud thuds, and a large metal containment box bursts open with a dramatic explosion as the all-new GS races out of the box. As the GS F Sport aggressively maneuvers through a tunnel in the science facility, the voiceover announces that “the next generation of Lexus will not be contained.”
The GS F Sport drives through city streets in the fourth spot of the campaign, “Earn It,” a multicultural spot illustrating that success comes from “bold decisions.” This spot will run nationally on select cable networks.
Beyond the new broadcast spots, Lexus is launching several programs in print, online, TV, and radio as part of its overall GS integrated marketing campaign. It was announced Monday, Feb. 6.