With nine new or updated models coming to market in 2012 Lexus is poised to be one of the fastest-growing luxury brands this year.  To kick of their product onslaught Lexus will debut its first-ever Super Bowl commercial for Super Bowl XLVI on Sunday, February 5.

“This is a big year for Lexus, and the Super Bowl provides us with an equally big opportunity to reach a highly engaged audience of 50 million people,” said Brian Smith, Lexus vice president of marketing. “The star of our commercial is the all-new 2013 GS which launches in February and kicks off a pivotal era for the Lexus brand.  The spot also will convey that even more products are waiting in the wings and are anxious to hit the road.” Check out Lexus’ sneak-peek of their Super Bowl commercial.

Leading up to its Super Bowl commercial, Lexus is embarking on a social media activation called TweetDrive Engineered by Lexus.  This socially-fueld game will engage football fans during the professional football playoffs. TweetDrive Engineered by Lexus airs live on NBCSports.com and offers fans the opportunity to earn yardage, move their “team” down the field and score a touchdown during the actual playoff games and throughout the week.

“TweetDrive Engineered by Lexus offers a unique way to challenge sports fans to put their knowledge about football and social media to the test,” said Smith.  The object of the game is to gain enough yards to score a touchdown.  Yardage is accumulated by tweeting the correct answers to a mix of trivia and predictive gaming questions using the #LeuxsTweetDrive hash tab. To participated fans need to register at NBCSports.com and watch for tweets from @Lexus using #LexusTweetDrive during playoff games and throughout the week through January 22, 2012.

VW at the Super Bowl | Audi Returns to the Super Bowl