To launch the entirely new 2014 Lexus IS sport sedan, the automaker debuts three new television spots comprised of iconic, stylized visuals designed to be provocative. The IS will arrive in showrooms this July.
“This third-generation IS features the bold new styling and dynamic driving characteristics now inherent in the Lexus lineup and the new ads reflect that excitement,” said Brian Smith, vice president of marketing for Lexus.[ Also Read: Swimsuit Supermodel Curves in Lexus Campaign ]
“The TV spots capture the emotion engineered into the IS and challenge customers with ‘It’s Your Move.’”
Celebrating the independent spirit of the IS, two new general market spots, created by Lexus’ agency of record, Team One, use music, fashion, and contrasting colors to make a purposeful statement. Emotions in the two spots are polarizingly different as they showcase the serious yet playful faces of the IS.
“Crowd,” “Color Shift” and “This is Your Move” will air on NBC during this year’s U.S. Open Championship. “Crowd” will also be running in cinema beginning June 21, with “Intense” and additional Lexus IS marketing campaign elements launching in the coming months.
The spots, as well as a behind-the-scenes series that serves as an extension of the campaign, can be viewed at YouTube.com/LexusVehicles.