Lexus, looking to maintain its sales momentum against BMW and Mercedes, keeps it simple with its NX spot.
The commercial, which has no celebrity cameos or funny punch lines like many Super Bowl spots, ensures that the NX is the center of attention.
The spot ends telling viewers to “be seen, be heard, make some noise.”
The NX, which starts at $36,330 (including shipping) had 2,905 sales in December, its first full month on the market.
“It’s a very strategic time,” Brian Smith, vice president of marketing for Lexus, told Variety magazine, which broke the Lexus news Wednesday. “We are launching a very important, all-new vehicle we haven’t had before.”
Advertisers are spending around $4.5 million for 30-second commercials this year, according to Advertising Age.