Incendio plays the Big Game

This year we'll be watching the Big Game for the same reason as everyone else — the commercials. Incendio is proud to have provided color correction for a few of this year's contenders. Keep an eye out for Suzuki “Sled” and Lexus “Beast” during the game.

Suzuki “Sled”

Developed by El Segundo, Calif.-based advertising agency Siltanen & Partners Advertising, Suzuki's “Sled” television spot is set in an isolated mountain location. “Sled” opens with an early morning scene where an Eskimo and his dog sled team ride off into the horizon. As the landscape changes from morning to evening, the quiet still of the frozen tundra gives way to vibrations and a hint of something new in the distance. A Kizashi – accompanied by 50 Cent's “Movin On Up” – comes driving into view with one of the Huskies' heads sticking out of the front passenger window enjoying its owner’s new mode of transport. The spot then cuts to the interior of the vehicle, revealing the other sled dogs buckled into the back seat and the Eskimo behind the wheel of the Kizashi – all of whom are digging the lavish accommodations and warm interior of the car, while bumping their heads and tapping their paws to the song's beat. The Eskimo pulls up to his igloo and his wife comes out to greet him. With a puzzled look on her face, and in her native Inuit tongue, she asks, “Where’s the sled?” The man replies, “I traded it in,” (the conversation is subtitled in English).

Suzuki’s 2012 Super Bowl spot will air both in 60-second and 30-second formats in the company's top retail locations across the U.S. “Sled” will continue to run following the Super Bowl in conjunction with a new Suzuki advertising campaign scheduled to debut in March.

Suzuki “Sled” Credits:
Agency: Siltanen & Partners
Director: Jim Zoolalian
DP: Jordan Valenti

Lexus “Beast”

Following the teaser ad released in mid-January, and no longer able to keep the full spot contained, Lexus has unleashed “The Beast,” the company's first-ever Super Bowl commercial, prior to Super Bowl XLVI on Sunday, February 5 on NBC.

The :30 second commercial features the all-new 2013 GS as it breaks free from containment, illustrating the company's move in a new design direction for the brand. The spot also hints at the additional new vehicles Lexus will unveil later in the year, which are waiting in the wings for their turn to burst onto the scene.

“The all-new Lexus GS is showcased in this ad because it's the first model to feature the new look of Lexus and it's also the first of nine new or updated models we’ll launch this year,” said Brian Smith, Lexus vice president of marketing. “This spot looks very different than anything Lexus has done before and demonstrates to the 50-million-strong Super Bowl audience that 2012 will be a breakthrough year for Lexus.”

The :30 second commercial is scheduled to air at the end of the first quarter of Super Bowl XLVI. An early look at the commercial can be seen today on Lexus social media channels, including Facebook.com/Lexus and YouTube.com/Lexus.

Lexus “Beast” Credits:
Agency: ATTIK
Director: Simon Needham
DP: Daniel Ardilley
Editor: Patrick Shefield
VFX: The Mill