Lexus introduced its bold new face by unleashing “The Beast” in its first-ever Super Bowl commercial touting the all-new 2013 GS.

The 30-second spot ran February 5, 2012, at the end of the first quarter of Super Bowl XLVI on NBC. In addition to TV, the spot is available online at the Lexus Facebook (facebook.com/Lexus) and YouTube (youtube.com/Lexus) pages.

 

The piece opens with a rumbling sound in the distance that sends a ripple across a half-filled water cooler. Something is desperately seeking freedom from its captivity. It’s a Lexus, and something incredible is about to burst onto the scene. 

 

Behaving like a wild animal, the 2013 GS (known as “The Beast”) breaks free from its containment chamber and roars across the screen showcasing its awesome power. The GS represents the start of a new design direction for Lexus, and as a voice at the end of the spot proclaims, “This is just the beginning.” Lexus will introduce a total of nine new or updated models this year.

 

“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,” said Brian Smith, Lexus Vice President of Marketing. 

 

A masterful blend of design, performance and technology, the GS 350 and GS 350 F Sport began arriving in showrooms in February. The GS 450h hybrid will be available in the coming months.

 

Both the GS 350 and GS 350 F Sport offer 306 hp and achieve zero-to-60 mph in 5.7 seconds while getting 28 mpg highway. The GS 450h provides a total system power output of 338 hp and can reach 60 mph in 5.6 seconds with 34 mpg highway.

 

While “The Beast” will be a hard act to follow, Lexus is poised to turn heads in 2012 with a series of dramatic new updates. Be sure to keep watch as more exciting, redesigned vehicles get released into the wild this year.