As the Big Game approaches, luxury automaker Lexus offers an antidote to this season’s controversial “roughing the passer” rule.
The rule, which was designed to better protect quarterbacks from physical harm, has sparked no shortage of debate — with fans, analysts, coaches, defenders and quarterbacks alike questioning whether its enforcement has gone too far
In a video released today featuring Heisman Trophy winner and former quarterback Matt Leinart, Lexus reveals a suite of innovations designed to make quarterbacks finally, literally untouchable:
Watch below:
The advanced technology — dubbed QBSS+ (Quarterback Safety System+) by the automaker — was inspired by the class-leading standard safety system in the first-ever Lexus UX compact crossover, which launched earlier this month. From new low-light pedestrian detection and daytime bicyclist detection technology to built-in cameras that help provide road sign information, the UX’s suite of standard active safety equipment is one of the most comprehensive safety systems ever offered in a Lexus.
“The launch timing of both the QBSS+ and the first-ever UX with the championship football season was particularly serendipitous,” said Lisa Materazzo, vice president of Lexus marketing.
In addition to the long-form video, the campaign includes pre-roll on NFL.com, GIFs, paid social, and the YouTube masthead on February 2. A 30-second cut-down of the video will air during championship season starting with the Pro Bowl on January 27 on ABC/ESPN, with additional airings on NFL Network and ESPN/ESPN2.
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