Waiting until the Super Bowl to release your company’s Super Bowl ad is, apparently, so last year. Several companies have released their ads early. The latest company to jump on this peculiar bandwagon is Lexus. The company has released their first ever Super Bowl ad almost a week before game time.

The ad, titled “The Beast,” is for the 2013 Lexus GS. Check it out below, and let us know what you think in the comments. Personally, I’m excited. I’d love to know what they made that bumper out of. It’s not every day you see a car punch through a steel barrier without a scratch.