Team One Unleash A Tempting Campaign For Lexus

09/04/2014

Team One

Advertising Agency

Los Angeles, USA

ADD TO COLLECTION

09/04/2014

Print campaign and TV spots for Lexus' new F lineup

Team One launched a major marketing campaign for Lexus that highlights its performance-focused F lineup, celebrating the brand’s bold and provocative new attitude. The look and feel of the campaign is a continuation of Lexus’ design direction and celebrates the alter ego of the iconic luxury brand.

The campaign includes the TV spot, “Temptation,” for new RC F, the powerful LFA, the striking IS F SPORT and the fierce GS F SPORT, which utilizes a rich color palette and a series of emotion-driven vignettes. The spot begins airing today during primetime, late night, and cable networks and through multichannel sports advertising with NHL on NBC Sports/NHL Network and NCAA basketball on CBS. The print campaign will be featured in Sports Illustrated, Vogue and Motor Trend, along with a VIP Coachella event partnership planned with Details. The campaign continues with online content partnerships with MSN, a video series exploring what makes a man push the limits of extreme performance, and a Motor Trend branded-content series answering the question, “What is Lexus F?”

Key OOH elements include full-motion video and digital boards at DC Gallery Place and in NYC’s Times Square. Additionally, creative elements will run in MLB, MLS, NBA and NHL stadiums across 10 Lexus markets. Additional marketing components will follow in the coming weeks.