From Team One and director Jonas Åkerlund (whose music video reel includes Prodigy’s “Smack My Bitch Up,” Blink 182’s “I Miss You,” and Madonna’s “Ray of Light”) comes a new campaign for the Lexus IS. As you can see, Lexus is really trying to market their new luxury sedan as a high-fashion, chique automobile, which strays a bit from the brand’s usual “Hey, you want a luxury car, but you don’t want to go nuts?” appeal. And, considering Åkerlund’s impressive resume, who better to pay a ton of money to make your product pop on TV?
Both “Crowd” and “Color Shift” succeed in that they’re flashy, somewhat dystopian depiction of urban wealth looks starkly different than any other car advertising you’ll see during commercial breaks. However, will consumers buy that Lexus is a brand that can adeptly align itself with fashionable, rebellious youth? Credits after the jump.
Team One:
Chris Graves – Chief Creative Officer
Craig Crawford – Group Creative Director
Ryan DiDonato – Associate Creative Director
Andrew Smart – Associate Creative Director
Beth Hagen – Senior Producer
Kelly Stevens – Account Director
Gwen Ivey – Account Supervisor
Production Co.: Serial Pictures:
Jonas Åkerlund – Director
Violaine Etienne – Partner/Executive Producer
Jessica Carlson – Producer
Peter FitzGerald – Head of Production
Pär Ekberg – Director of Photography
Emma Fairley – Production Designer
B. Åkerlund – Wardrobe Stylist