Mon, 18 Nov 2013 17:19:12 GMT
With a new take on its iconic holiday campaign, Lexus today launched an integrated marketing campaign for its annual “December to Remember” Sales Event, created by Team One. The commercials are driven by modern fashion, pop music and rich colors in a continuation of the brand’s new design direction. Focusing on the artistry, craftsmanship and precision that go into every Lexus vehicle, the campaign offers a fun and contemporary take on the classic bows.
- The first spot, “Precision,” highlights the 2014 Lexus IS, focusing on the vehicle’s aggressive design and attention to detail. Shots of a woman cutting and sewing red silk correlate with shots of the interior stitching, bold exterior lines, and illuminated signature headlamps of the white IS sport sedan. As the bow maker presses the sewing machine pedal, the spot cuts to the IS driver pushing down the gas pedal.
- “Artistry” focuses on the skill and innovation that embody the 2014 Lexus ES luxury sedan. A designer sketches a bow before the spot cuts to shots of the sculpted headlamps, signature spindle grille and sleek exterior lines on a white ES. A woman enters the studio, and the couple folds and stitches the bow showcasing their craft; similarly the ES deftly maneuvers down a road as streetlights reflect in its metal body.
- In “Craftsmanship,” the entire family assists with the bow as a white 2014 Lexus RX luxury crossover makes its way through a wintery terrain. A grandfather shows a child the ruby gemstones sewed into the fabric as the spot cuts to a close-up of the RX’s finely stitched leather seats, dash and interior mood lighting. The RX drives over a series of rolling hills as the mother unfurls a large piece of red fabric.
The original music is produced and performed by Grammy-nominated artist, Sam Sparro. The broadcast spots will air on network and cable TV, sports channels and more, and the digital executions will run on key automotive websites. The OOH campaign extensions include placements in DC Gallery and Times Square.
Also, Lexus will once again offer a “Check In for Charity” social component in which Facebook and Foursquare users can connect to the custom app by visiting LexusCheckInforCharity.com. Once activated, consumer check-ins to everyday locations like coffee shops, retail stores or even the office will generate $1 donations, up to $150,000, from Lexus to Boys & Girls Clubs of America. Check-ins at Lexus dealerships and Boys & Girls Clubs of America facilities will generate $2 donations.
Production Company: Serial Pictures
Director: Jonas Åkerlund
Executive Producer: Violaine Etienne
Line Producer: Jessica Carlson
Director of Photography: Per Ekberg
Art Director: Emma Fairley
Agency: Team One
CCO: Chris Graves
GCD: Jason Stinsmuehlen
ACD: Ryan Didonato
ACD: Andrew Smart
Producer: Beth Hagen
Account Supervisor: Jay Thongnop
Management Supervisor: Amy Oars
Business Affairs: Janet Anderson
VFX Studio: A52
VFX Supervisor: Andy McKenna
CG Supervisor: Kirk Shintani
2D VFX Artist(s): Andy McKenna, Andy Rafael Barrios, Brendan Crockett, Andy Bate, Richard Hirst, Cameron Coombs, Steve Wolf, Jesse Monsour Stefan Gaillot, Jeremiah Sweeney
3D Artists: Kirk Shintani, Andrew Romatz, Ian Ruhfass, Caleb Hecht, Tim Donlevy, Joseph Chiechi
Matte Painter: Eric Mattson
Producer: Scott Boyajan
Executive Producer Jennifer Sofio Hall, Megan Meloth
Editor: Richard Cooperman
Exec. Producer: Betsy Beale
juice recording studios
Mixer: Bob Gremore
Colorist: Dave Hussey
view more - CreativeTeam One, Mon, 18 Nov 2013 17:19:12 GMT
Performed/Arranged/Produced by Sam Sparro
Business manager: Kevin Posey