Lexus Introduces Antidote to NFL's Controversial 'Roughing the Passer' Rule

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Lexus reveals advanced safety technology for quarterback protection in comedy video created by Team One
Lexus Introduces Antidote to NFL's Controversial 'Roughing the Passer' Rule

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 on Lexus.com/QBSS, featuring Heisman Trophy winner and former quarterback Matt Leinart, Lexus reveals a suite of innovations designed to make quarterbacks finally, literally untouchable:

 
- Blind Side Monitor: Lets quarterbacks know the exact moment they need to fall into a fetal position to avoid a tackle.
- 360 Pocket Protection Camera: Gives quarterbacks a bird’s-eye view of the pocket and more time to move outside the tackle box to find the optimal safe position to throw the ball away.
- Boo Dampening: Blocks boos and converts criticism into positive reinforcement to protect the quarterback’s vulnerable ego.
- Scramble Maps: Guides the quarterback along the safest route to an open patch of grass where they can harmlessly slide to end the play.
- QB Cocoon: Patented radar-enabled, seven-airbag cocoon creates a bubble of safety, allowing the quarterback to fall to the ground with a pillowy soft landing.
- UX QB Escort: The safest way from the huddle to the sideline comes standard with the Lexus Safety System+ 2.0.

 
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 2nd. A 30-second cut-down of the video will air during championship season starting with the Pro Bowl on January 27th on ABC/ESPN, with additional airings on NFL Network and ESPN/ESPN2.

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Client

Advertiser: Lexus

Post Production / VFX

Creative Director: Rob Trent

Post Production Company: Shape and Light

Producer: Shelby Wong

Sound

Sound Company: Juice Studios

Sound Design & Mix: Bob Gremore

Creative Agency

Creative Agency: Team One

Account Director: Amy Oars

Account Supervisor: Taylor Toomey

Art Director: Adam Bright

Associate Director, Business Affairs: Janet Anderson

Associate Director, Content Strategy: Leah Bohl

Chief Creative Officer: Chris Graves

Copywriter: Eric Jorgensen

Director of Content Production: Sam Walsh

Group Creative Director: Jason Stinsmuehlen

President: Julie Michael

Senior Project Manager: Erica Hara

Production Company

Director: Nick & Charles

DOP: David Wilson

Line Producer: Rob Sexton

Production Company: Mssng Peces

Production Director: Kai Boydell

Music

Composer: 20% Gordon Minette (BMI) IPI# 230731504 | 30% James Leibow (ASCAP) IPI# 346448250 | 50% Gareth Williams (ASCAP) IPI# 181360093

Music Company: Human Worldwide

Publisher: 20% Human Sonic Publishing (BMI) IPI# 613652759 | 80% Human World Wide Publishing (ASCAP) IPI# 455310086

Offline

Assistant Editor: Nick Deliberto

Edit Company: Cabin

Editor: Chan Hatcher

Producer: Liz Lydecker

Genres: Comedy

Categories: Automotive, Cars

Team One, 1 year ago