Lexus has unleashed 'The Beast' in their first Super Bowl commercial which is set to air at the end of the first quarter of Super Bowl XLVI on Sunday, February 5.

Lexus has unleashed 'The Beast' in their Super Bowl commercial which is set to air at the end of the first quarter on Sunday, February 5.

Featuring the all-new 2013 Lexus GS, the 30 second spot portrays the vehicle as an untamed beast trying to break free from its container. This portrayal is symbolic of the company's efforts to forge a new design direction for the brand. Lexus also hints in the spot that new models will be unveiled later this year as additional containers are seen in the background.

"The all-new Lexus GS is showcased in this ad because it's the first model to feature the new look of Lexus and it's also the first of nine new or updated models we'll launch this year," said Brian Smith, Lexus vice president of marketing. "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."

'The Beast' is Lexus' first Super Bowl commercial.

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