Last year, Super Bowl XLV featured more than a dozen commercials on Fox from automakers and car-related companies, which analysts said was the most in Super Bowl broadcast history.

The on-air traffic during Super Bowl XLVI will only be slightly less heavy, as Toyota brand Lexus said it would join the roster on NBC with a 30-second spot during the first half of the game. The media buy, Lexus’ first during a Super Bowl, supports the 2013 Lexus GS.

Other companies in the car category already committed to Super Bowl XLVI include Volkswagen, Honda, Chrysler, GM, Hyundai, Kia, Toyota, Cars.com and Bridgestone.

In a 15-second teaser spot, dramatic music plays out over scenes inside a building, which contains a large shiny metal cargo contain. As a car begins to smash through the door from the inside, a voiceover warns, “The next generation of Lexus cannot be contained.”

A related spot tracks the Lexus GS at night as city lights play off its interior.

“This is a big year for Lexus as we introduce nine new or updated models, and the Super Bowl provides us with an equally big opportunity to reach a highly engaged audience of 50 million people,” Brian Smith, Lexus vp-marketing, said in a statement. “The star of our commercial is the all-new 2013 GS which launches in February and kicks off a pivotal era for the Lexus brand. The spot also will convey that even more products are waiting in the wings and are anxious to hit the road.”

Lexus will support with print, Internet and dedicated sites at Facebook and YouTube. The ads were created by Attik, a Lexus roster agency; lead agency for GS launch marketing is Team One.

As a prelude to its Super Bowl commercial, Lexus unveiled a social media-based trivia game, TweetDrive Engineered by Lexus on NBCSports.com. According to Lexus, the game has been mirroring the NFL playoffs and “offers fans the opportunity to earn yardage, move their ‘team’ down the field and score a touchdown during the actual playoff games and throughout the week.

The game is being played through Jan. 22. (Full details here.)

For each playoff game in which a consumer registers to play, they are entered to win a grand prize that includes two tickets and trip to one of NBC Sports’ 2012 premium sports events (excluding the London 2012 games and 2012 French Open).

Big Lead Sports coverage of Super Bowl XLVI continues here.