Lil Buck Defies Gravity Again in Lexus’ Artful Super Bowl Spot

Introduces new tagline, 'Experience Amazing'

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.


Client: Lexus

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.

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