The new Lexus LS will also have its moment in the sun come game day

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.

Good start for Lexus, but I expected a little more

Lexus Is Set To Promote The LC With New Super Bowl Ad High Resolution Exterior
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I’ve always been a big fan of all the Super Bowl ads and treat them as an added attraction in enjoying the full spectacle of the game. That’s been the case or a lot of years now and automakers have played a big part in creating that excitement with their respective commercials for the Big Game. So yes, I’m expecting a lot of ads to come out this year and from Lexus’ part, I expect the company to roll out more ads too. In fact, there’s already another version of “Man and Machine” that’s scheduled to run during one of the breaks in the second quarter of the game. It’s a 30-second ad and in addition to the LC, Lexus says that it’s also going to prominently feature the LS Sedan.

Lexus Is Set To Promote The LC With New Super Bowl Ad High Resolution Exterior
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Lexus Is Set To Promote The LC With New Super Bowl Ad High Resolution Exterior
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As far as the 60-second version of “Man and Machine” is concerned, I like it to the extent that Lexus got creative with its ad. The use of Lil Buck and Sia’s “Move Your Body” also added layers of personality. That said, the whole thing still felt flat to me, or at least uninspiring for a Super Bowl ad. Beyond a few novelty shots of the exterior and interior and the car performing some donuts in the end, I thought that the LC, despite being touted as the main star of the ad, was relegated to a spectator to Lil Buck’s incredible street dancing and Sia’s chart-topping song. Really, the best part about the ad is the song, not the car.

I get the approach that Lexus was going for here. I just didn’t think it succeeded in delivering on the message it created. The Lexus LC, by all accounts, is going to be a good (maybe even great) sports car that a lot of people will come to know and appreciate. It certainly has the credentials to be labeled as a sports car, thanks in large part to a 5.0-liter V-8 engine that produces 467 horsepower and 389 pound-feet of torque. The style is there in the car and the numbers are there too.

I just think that the commercial didn’t capitalize on highlighting those enough.

Lexus LC specifications

Engine 5.0-liter V-8
Horsepower 471 HP @ 7,100 RPM
Torque 398 LB-FT @ 4,800 RPM
Transmission 10-speed Sport Direct Shift automatic
0-60 mph 4.4 seconds
Top Track Speed 168 mph

Read our full review on the Lexus LC here.

Two new flagship vehicles will join the Lexus lineup this year, each uniquely confirming Lexus’ passion for brave design, imaginative technology, and exhilarating performance. The first-ever Lexus LC 500 and LC 500h performance coupes and the completely redesigned Lexus LS 500 luxury sedan take their place at the pinnacle of Lexus’ extensive product lineup. To celebrate the next chapter in Lexus’ history, the company today unveiled a 60-second extended version of its Super Bowl spot featuring the LC, as well as a few surprises. The spot, titled “Man & Machine,” recognizes the parallels between the shapes and movements of the human form and the power and athleticism of Lexus’ most premium models. The spot features movement artist Lil Buck and music from chart-topping recording artist Sia. A 30-second version of “Man & Machine” that also includes the all-new LS 500 will air during the second quarter of Super Bowl LI on Sunday, Feb. 5.

Lexus Is Set To Promote The LC With New Super Bowl Ad High Resolution Exterior
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“Lexus’ newest models reaffirm the brand’s performance, engineering, design, and craftsmanship prowess,” said Brian Bolain, general manager, Lexus Marketing. “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.”

In addition to featuring a standout performance by Lil Buck, known for a street dance style called jookin, the powerful “Move Your Body” track from Sia’s current album (“This Is Acting”) drives the spot aggressively forward. “Man & Machine” was directed by renowned Swedish film and music video director Jonas Åkerlund, whose sophisticated, artful, and high-energy style dominates the look and feel of the spot, which is further elevated thanks to styling from B Åkerlund.

Lexus Is Set To Promote The LC With New Super Bowl Ad High Resolution Exterior
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The Super Bowl spot signals a contemporary expression of luxury and performance by the Lexus brand. It also signals the first official use of the brand’s new global tagline, “Experience Amazing,” reflecting Lexus’ historically unyielding commitment to providing the best possible customer experiences. To bring this to life with a fresh voice, acclaimed actor Minnie Driver was chosen to personify the brand with her uniquely qualified voiceover talent, debuting with “Man & Machine.”

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