Toyota to Use Super Bowl to Drive Cool Factor of Lexus Brand

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Jan. 23, 2017 7:00 a.m. ET

Toyota Motor Corp. is adding its name to a long list of automotive companies expected to join the advertising parade on Super Bowl Sunday.

The auto maker said it intends to air a 30-second spot during the big game that will promote Lexus new LC 500 coupe and its LS 500 luxury sedan. Lexus won"t only be seeking to bolster overall Lexus sales after vehicle sales for the brand fell 3.9% in 2016, but it will also be trying to do something broader: bring some cool factor to a brand that some see as boring.

Lexus is looking to bring a bigger sense of modernity to the brand, said Brian Bolain, general manager of Lexus marketing. The company introduced the LC 500 in an effort to give the overall brand a halo affect and help improve how consumers view the entire lineup of Lexus cars. The LC 500 starts at $92,000.

We are still known for customer service, safety and quality, but at the same time we are becoming known for performance, appearance and fun to drive, mr. Bolain added.

To help drive up the cool factor, Lexus has enlisted jookin dancing phenomenon Charles Lil Buck Riley to appear in its big game spot. He will be shown dancing and flexing his body to match the curves and the design of the cars, as music from recording artist Sia plays in the background. Actress Minnie Driver has been tapped to do the voice-over in the ad.

Toyota is releasing a 60-second version of the ad today but will air a 30-second cut down of the spot, called Man and Machine, during the second quarter of Super Bowl. The ad was crafted by Team One, an agency owed by Publicis Groupe.

Fox is still selling ad time for the Super Bowl broadcast and has been asking advertisers to fork over roughly $5 million for 30 seconds worth of time, ad buyer said.

Lexus points out that enlisting well-known celebrities and performers is critical when it comes to Super Bowl commercials because viewers expect ads in the game to be entertaining.

Moreover, the title game typically has more automobile traffic than the 405 freeway in California during rush hour.

Car companies have dominated the ad load during the big game for almost a decade.

Automakers have had the largest footprint each year since 2010, a stretch that coincides with increasing sales of new vehicles and a steady stream of marketing launches for new or redesigned models, according to ad tracker Kantar Media.

Last year, nine auto manufacturers were part of the game, accounting for 23% of all ad spending in the broadcast. Combined, the companies shelled out $89.4 million on Super Bowl ad time in 2016, Kantar estimates. That figure only includes the airtime and not the millions each auto company pours into creating each commercial.

Lexus will have plenty of competition this year. A long list of car brands including Mercedes-Benz, Audi, Buick, Honda and Kia are set to peddle their products during the game.

Its definitely a challenge and we dont take it on without a lot of thought, added Mr. Bolain.

Write to Suzanne Vranica at suzanne.vranica@wsj.com

Source: http://www.wsj.com/articles/toyota-to-use-super-bowl-to-drive-cool-factor-of-lexus-brand-1485172809