Lexus needed a disruptive broadcast piece for its first Super Bowl appearance. The brand was becoming more edgy, aggressive and dominating with the new GS 350. We imagined this new vehicle breaking out of confinement into a whole new world.
We created a teaser trailer for dealers, a :30 spot for the Super Bowl, and a sustainment spot to run after the game. We also made a behind the scenes video and expandable rich media banners to run on YouTube, ESPN, Sports Illustrated and the New York TImes.
Edmunds.com named the spot the "real winner" on the Super Bowl, as Lexus saw a 190% lift in consideration, higher than any other automotive advertiser on the big game. The broadcast and behind the scenes documentary won 14 Tellies at the 2013 awards show.