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Video: New Lexus NX Commercial for Superbowl XLIX

Posted by Kevin on January 15th, 2015

Lexus returns to the Superbowl advertising game with a commercial for the new NX compact crossover:

The commercial was created by Walton Issacson — Variety talked with one of the ad agency’s founders about the spot:

The Lexus ad is remarkable for what it lacks. The spot features no surprise appearances by a movie star or jokes about guys getting hit in the head or crotch, gimmicks that rear their head at least once in every Super Bowl. Instead, “the star of this spot should be the car,” said Aaron Walton, one of the firm’s founding partners. “We wanted to make sure that the focus was really around the performance of the car, the energy of the car, and we didn’t want to do anything that was going to take away from that.”

The price of a 30-second ad spot during the Superbowl runs between $4.4 million and $4.5 million — the commercial will run during the first half of the game on February 1st.

[Source: Variety]

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Comments
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    JohnDoe
  • January 15, 2015
To be honest I do not like it. Same CGI stuff in every Lexus commercial since the GS campaign.
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      OneFastRCF
    • January 15, 2015
    I totally agree. It's LAME - Audi has had some really funny and memorable commercials in the past. I don't get WI/TeamOne, etc obsession with making every Lexus commercial appear as if it were filmed using a camera with a kaleidoscope scotch taped it is.
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      OneFastRCF
    • January 15, 2015
    To it^.
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I think the last part nails it "make some noise" since the NX really is completely left field to the rest of the class. I just was in one 30 minutes ago at JMLexus and its stunning at how well this car is done inside and how dynamic the exterior is. Crazy to think this 30 second spot is 4.5 million dollars!
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      Thomas
    • January 16, 2015
    You sound like a totally uncritical fanboy. You dont have Your own opinions, no ...
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      OlFius
    • January 17, 2015
    Boring little t, grow up.
    M
    Sorry for pointing out what I like and not just what I don't like. Too much negatively on internet forums. We aim to change that here at the Lexus Enthusiast :)
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      LF_EH
    • January 19, 2015
    Thumbs up sir
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    Gordon
  • January 15, 2015
You could not make a worse ad for this kind of targeted segment. They forgot to add that it also lacks any kind of retention - great ads, much more so with Super Bowl ads, must deliver their targeted message AND be memorable. This one is not.
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    Thomas
  • January 16, 2015
Lame Commercial. Come up With something better than 90's Music and stupid dancing.
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    LexusGXman
  • January 17, 2015
This is just so stupid, I miss the old Lexus. Until people started complaining about how Lexus was boring, they were fantastic cars. I mean Lexus is still great, but Lexus was always good at making comfortable, reliable, safe, practical luxury cars that were I must admit, slightly boring, but thats what Lexus was good at, now they're trying to make sportier cars that appeal to a younger market. The only exception for sporty Lexus' is the IS and LFA. Lexus is changing, and not for the good, especially with these stupid commercials.
    M
    Lexus is aware their transition won't appeal to some previous owners and fans. They actually pointed this out 7-8 years ago. They will try to balance new/old but they simply will not sacrifice new because of old ways. Lets be honest the NX is selling anyway so I don't think they are depending on this ad to increase huge amounts of awareness.
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    Crux
  • January 19, 2015
NX F Sport looks bonkers great! I would get one in that electric blue color. This Superbowl TV advert is retarded boring. I am not knocking the car, I will spend my own money to get one of these new Lexy's (Maybe not the weak GS F)... SuperLame 49... It would win in the bland commercial awards.

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