Lexus, which hasn’t appeared in the game since 2018, said it will focus on the digital realm this year. The luxury brand told Automotive News it has had a “heavy presence” on YouTube, which will draw the eyeballs of those looking to watch all of the new ads.
Beginning Sunday, Lexus will take over the YouTube masthead on the site’s homepage and the AdBlitz section that serves as a hub for the latest Super Bowl content. The automaker is pushing its IS sport sedan on the mastheads, which leads people to the IS page on Lexus.com, where they can configure models and find a dealer.
The masthead will feature a special new version of the brand’s “Names” and “Vanity Plates” spots for the IS, which highlight “people who fully embrace their passions.”
“This prominent placement on YouTube provides Lexus mass reach with its IS target customer as they look to go ‘all-in’ on the cultural conversations happening around the Big Game,” the brand said in a statement. “For the new IS, Lexus is targeting its youngest, most diverse customer yet with a broad, yet deep campaign.”
Additionally, Lexus said it has had pre-roll ad placements in official NFL videos before and during Super Bowl weekend.
Audi, which was hyping its electrified vehicles during the Super Bowl in recent years, decided to sit out.
The brand said as it “looks to the future, we’re excited to share the next chapter of our story … We’ve got more to come.”
Volvo is again jumping into the Super Bowl discussion without running a spot. The brand is seeking to generate engagement around the “Volvo Safety Sunday” campaign, which pledges to give away $2 million worth of cars if a safety is scored. This ups the ante from last year’s $1 million.
To enter the contest, people have to visit VolvoSafetySunday.com to configure a vehicle or take a short quiz that will make a recommendation. From there, participants select “Try to win this Volvo,” which gives them the chance to be randomly selected if a safety happens.
Deb Gabor, CEO of Sol Marketing, a brand strategy consultancy, said Volvo’s effort to play on its safety reputation works here and helps it stand apart from the pack.
Gabor said a lot of auto ads, in general, are virtually indistinguishable, but believes Volvo’s effort is “innovative in its own way.”
