Lexus' first Super Bowl commercial, a 30-second TV spot for the 2013 GS, is scheduled to debut during NBC's broadcast of the game Feb. 5.
The GS is to be launched in February. The new spot also will hint that Toyota's luxury brand will roll out more products in the near future.
The commercial was created by Attik, a Lexus agency. Overall GS launch advertising is led by Lexus' agency of record, Team One.
Other automakers planning Super Bowl spots this year include Chrysler, Hyundai Motor America, General Motors, Volkswagen of America and Acura.
Hyundai bought two spots during the broadcast, as well as a 60-second commercial before kickoff, while Volkswagen returns to the Super Bowl for the third straight year, this time with a 60-second spot for the 2012 Beetle.
Acura has bought a Super Bowl spot and GM has revealed it is working on five commercials for the game. The spots are expected include the Chevrolet Camaro, Volt and the Sonic, and possibly one for Cadillac's new luxury compact, the ATS, which goes on sale this summer.
Lexus, hampered by the March 11 earthquake and tsunami in Japan, posted U.S. sales of 198,552 units in 2011, a 13 percent decrease from 2010. It lost its 11-year crown as the top-selling luxury brand in the United States to BMW.
Advertising Age contributed to this report