Well, it's just a teaser trailer, but the idea of this NFS game is kind of interesting, and it appears to have some manner of story - an actual tease! The trailer comes with this blurb: "It's called The Run. An illicit, high-stakes race across the country. The only way to get your life back is to be the first from San Francisco to New York. No speed limits. No rules. No allies. All you have are your driving skills and sheer determination as you battle hundreds of the world's most notorious drivers on the country's most dangerous roads."
A race across the whole of the US? Hmm. I wonder how that is going to work. According to VG247 this reveal looks a bit low key, as there are no other details. It could be Black Box's NFS game, due to be shown at E3 in June.