Lexus is returning to the Big Game with a new tagline.
The luxury automaker today released a 60-second extended version of its Super Bowl spot, “Man and Machine,” which features freestyle dancer Lil Buck, narration by actress Minnie Driver and Sia’s latest single, “Move Your Body.”
The ad was directed by film and music video director Jonas Åkerlund. It introduces the brand’s new tagline, “Experience Amazing,” from its creative shop, Team One. A 30-second version of the ad, which is a showcase for the new Lexus LS and LC, will run during the game. Lil Buck dances in Lexus’ new Super Bowl spot.
“Lexus’ newest models reaffirm the brand’s performance, engineering, design, and craftsmanship prowess,” said Brian Bolain, general manager of Lexus Marketing, in a statement.
The artful spot (B Åkerlund styled it) might be a bit on the nose—using Lil Buck’s incredible dancing to tout how the new models’ almost human-like movement—but it is beautifully executed.