A song by Sia and amazing movements by Lil Buck create a great showcase for the LC 500.
The Super Bowl will kickoff on February 5 and will likely continue the event’s reign as one of the biggest nights of the year for advertising. Audi, Buick, Honda, Hyundai, Kia, and Mercedes-Benz will have spots during the game. However, Lexus is now premiering one of its ads for the LC 500 – nearly two weeks before the New England Patriots and Atlanta Falcons take the field. During the second quarter, the company will premiere a 30-second version of the commercial that will also feature looks at the 2018 LS 500.
Lexus’ one-minute cut of the commercial Man & Machine shows off the new LC 500 luxury coupe to the Super Bowl audience. While the vehicle is eye-grabbing on its own, the brand makes things more interesting by hiring the quite flexible dancer Lil Buck to perform around the car, including walking on the walls. The spot uses the song “Move Your Body” by the enigmatic pop star Sia to give the ad a driving beat that’s perfect for the vehicle’s exciting design. Plus, there are shots of the coupe sliding around an empty hangar that demonstrates this two-door is capable of performance in addition to luxury.
Talented music video maker Jonas Åkerlund (Madonna’s Ray of Light video, for example) directed the spot. According to the automaker, the commercial “recognizes the parallels between the shapes and movements of the human form and the power and athleticism of Lexus' most premium models.” The Super Bowl ad is also the first time for the brand to use its new “Experience Amazing” global tagline.
The LC 500 will go on sale in the United States in May 2017 for a starting price of $92,975 (after $975 destination). Power comes from a naturally aspirated 5.0-liter V8 delivering 471 horsepower (351 kilowatts) and 398 pound-feet (540 Newton-meters) of torque that sends the muscle to the rear through a 10-speed automatic gearbox. The hybrid-powered LC 500h has a base price of $97,485 and uses an electrified 3.5-liter V6 with a total output of 354 hp (264 kW).
Lexus already made a fabulous spot for the LC 500 in 2016 when it showed the coupe driving on a mountain road in Spain. Projection mapping created a moving backdrop on the rocks behind the coupe.
Gallery: Lexus LC 500 Man and Machine Super Bowl ad
Lexus Brand Takes Center Stage in Super Bowl Spot
Newest Products Star alongside Movement Artist Lil Buck and Latest Single from Sia;
Actor Minnie Driver Debuts as New Voice of Lexus
January 23, 2017
TORRANCE, Calif. (Jan. 23, 2017) — 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' 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.
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.”
To view the commercial, visit YouTube.com/Lexus. Follow the social conversation with #Lexus.