Lexus Super Bowl Content
Lexus decided the Superbowl wasn't worth the money but still wanted to do something fun that got attention.
We decided to leverage a new NFL rule called ‘Roughing the passer’. The controversial rule prevented quarterback from any hard contact, in a contact sport...fans, commentators and pundits alike all hated it.
...So we decided to give them something to hate even more. The Lexus Quarterback Safety System +. A suite of safety features baked into a quarterback’s uniform inspired by Lexus’ very own Safety System. This uniform rendered Quarterback virtually untouchable, there was even a set of airbags just in case a tackler got too close.
