It's sort of surprising that Lexus hasn't shown a Super Bowl ad during its more than two decades of existence. Now, after losing its 11-year sales crown as the largest luxury automaker to BMW, Lexus has decided the time is now to remind people what the brand is all about. It's showing off the newly redesigned 2013 Lexus GS series in its Super Bowl spot.
The ad borrows several motifs from the "Jurassic Park" film, including the rippling water and the dull thud of something big approaching. Overall, the ad builds excitement. And what's up with the four other cages in the background shown at the end? Lexus says it has another eight new or updated models to launch this year, including the refreshed Lexus LX 570 shown earlier at the Detroit auto show.