To promote the launch of the new 2006 Lexus IS sport sedan and drive consumer perceptions of Lexus to a new level, the creative team from Team One hired award-winning director François Vogel of Paranoid Projects:Tool to direct a set of visually distinctive spots. The campaign officially kicked-off on Oct. 17, but the first :30 commercial, entitled "Running Rings," began airing in select markets as a campaign teaser earlier this month.
"We set out to make each piece of advertising in this campaign unique," began Jon Pearce, Team One's group creative director and copywriter on the campaign. "We needed to reach an audience of young affluents, so the TV spots needed to behave in a way visually, and with music to communicate everything that's unique about this model. The IS excels not only in luxury, design, comfort and technology, but also in performance. Accordingly, "Why live in one dimension?" is the theme that unites the spots, and each one delivers on that theme in a slightly different way."