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.
"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.
Agency: Team One
Chief Creative Officer: Chris Graves
Creative Director: Kathryn Nyquist
Associate Creative Director: Ryan DiDonato
Account Director: Amy Oars
Management Supervisor: Jay Thongnop
Account Executive: Kellen Laker
Senior Producer: Leah Bohl
Director of Project Management: Sylvia Gutierrez
Program Manager: Jamie Lau
Business Affairs: Janet Anderson
Production: Serial Pictures
Director: Jonas Akerlund
Post Production: Chimney Pot
Stylist: B Akerlund
Talent: Lil Buck
Song: Sia "Move Your Body"
For more Super Bowl LI news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.