Following the success of last year’s Star Wars-themed Super Bowl ad from Volkswagen, it seems every automaker looking to capture the attention of American car shoppers is ramping up their efforts for this year’s event.

One of these is Lexus, which is running its first-ever Super Bowl ad in 2012.

We brought you a short preview a couple of weeks ago but now Lexus has decided to run the entire 32-second ad ahead of the ‘Big Game’, Super Bowl XLVI, this Sunday, February 5.

The short clip features the new 2013 Lexus GS as it breaks free from containment, illustrating the company’s move in a new design direction for the brand.

Lexus is launching a host of new or updated models in 2012, and communicating that to the 50 million viewers who tune in to the Super Bowl will go a long way towards renewing consumer interest in the brand. You’ll note the end of the clip hints at an additional four new vehicles Lexus will unveil later in the year, which are waiting in the wings for their turn to burst onto the scene.

Some of the other automakers gearing up for the Super Bowl this year are Acura, Audi, Cadillac, Chevrolet, Hyundai, Kia, Suzuki, and of course, Volkswagen. You can view all of the competing ads by clicking here.