Toyota buys super ad spot for 2013 Lexus GS 350
Toyota will make a bid to gain the attention of luxury vehicle lease shoppers next month when the automaker buys its first Super Bowl commercial for the Lexus brand.
Football fans watching Super Bowl XLVI on Sunday, February 5, will see a 30-second advertisement for the 2013 Lexus GS, a $46,900 sport sedan arriving in American car leasing showrooms in February.
After watching the television ad, car fans can continue to learn more about the new model by participating in a social media game called TweetDrive Engineered by Lexus. Throughout the football playoffs, players can earn virtual yards and score virtual touchdowns by answering trivia and predicting gaming questions.
"This is a big year for Lexus as we introduce nine new or updated models, and the Super Bowl provides us with an equally big opportunity to reach a highly engaged audience of 50 million people," said Lexus vice president of marketing Brian Smith. "The star of our commercial is the all-new 2013 GS which launches in February and kicks off a pivotal era for the Lexus brand. The spot also will convey that even more products are waiting in the wings and are anxious to hit the road."
Thanks to a wide platform, new suspension and lightweight aluminum parts, the GS can jump from zero to 60 miles per hour in 5.7 seconds while holding tight handling through corners. Its 3.5-liter V6 engine cranks out 306 horsepower, achieving a range of fuel economy ratings depending on whether the driver chooses the ECO, Normal, Sport S or available Sport S+ driving mode.
Inside the cabin, information flows through an optional 12.3-inch high-resolution split-screen multimedia display that can run apps from Pandora to OpenTable and Facebook Places, as well as navigation, climate and stereo functions. The system can also deploy a smart air-conditioning system to save energy by using the occupant-detection system to focus airflow only to the areas where passengers are actually seated, Lexus says.
Safety features enlist additional technology to provide features such as a blind spot monitor, heads-up display, night view system and lane departure warning. To help drivers keep their eyes on the road, an SMS text-to-speech feature can read incoming text messages aloud to the driver, then reply with preset responses using a compatible smart phone.
In addition to the original GS 350, Lexus plans to launch other models including hybrid and F Sport versions later this year. All will be available in a new palette of colors such as Riviera Red, Meteor Blue Metallic and Liquid Platinum.
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