Team One launched a new campaign for the Lexus RX crossover, centered around a pair of 30-second broadcast spots.
“Beautiful Contrast” opens with shots of a woman walking past European landmarks as a man drives around over a voiceover saying “Those who define sophistication stand out, those who dare to redefine it stand apart.” He parks the vehicle and meets the woman for a rendezvous. The follow-up, “Modern. Luxury.” sees the couple driving different versions of the vehicle, the RX hybrid and RX F Sport, with a similarly by-the-book voiceover extolling the car’s design and sophistication. Both ads play it rather safe, sticking very much to the luxury car advertising formula, resulting in ads that are ultimately very forgettable. The most interesting aspect of the ads is the music, with “Beuatiful Contrast” receiving music courtesy of music production company Mutato Muzika, founded by Mark Mothersbaugh and “Modern. Luxury.” set to Pylon‘s “Cool.”
Team One’s campaign is notable for a a number of factors beyond the two 30-second spots, however. The broadcast ads, which are also running in digital, will be supported by OOH and print components, the latter of which will include a six-page gatefold in this year’s Sports Illustrated Swimsuit Edition. The campaign will also include a multicultural effort, with three separate ads tailored for African American, Hispanic and LGBT audiences.
“Our best-selling luxury crossover has been reimagined inside and out, appealing to modern families and youthful, culturally engaged customers,” said Brian Smith, Lexus vice president of marketing. “The RX defined the luxury crossover segment when it first launched in 1998. This marketing campaign illustrates how we’ve transformed the RX and redefined sophistication.”
Credits:
Agency: Team One
Associate Creative Director/Copywriter: Amanda Abrams
Associate Director of Business Affairs: Janet Anderson
Product Specialist: Danny Bopp
Group Creative Director: Craig Crawford
Associate Creative Director/Art Director: Ryan DiDonato
Producer: Amy Gershwin
Chief Creative Officer: Chris Graves
Director of Product Information: Robert Jordan
Senior Project Manager: Jamie Lau
Account Director: Amy Oars
Account Supervisor: Jay Thongnop
Executive Producer: Sam Walsh
Production Company: Identity
Director: Philip Andelman
Executive Producers: Joe Masi & Alana Hearn
Producer: Magali Selosse
Line Producer, Paris: Sybil Esterez
Director of Photography: Benoit Delhomme
Editorial Company: Jump Editorial
Executive Producer: Betsy Beale
Editor: Luis Moreno
Assistant Editors: Eddie Mikasa and Thom McCall
Post Production Company: MPC
Executive Producer: Elexis Stern
VFX Supervisor: Mark Holden
2D VFX: Vivekananthan R., James Steller, and Eric Mattson
VFX Producer: Abisayo Adejare
Telecine: Company 3
Colorist: Dave Hussey
Music Company: Mutato
Executive Producer: Natalie P. Montgomery
SFX: Dean Martin Hovey
For “Beautiful Contrast”
Composer: Mark Mothersbaugh
Arranger: Raymond Plaza
Vocalist: Bradley Hanan Carter
For “Modern Luxury”
Band/Track: Pylon/Cool
Voiceover: Maurice LaMarche
Recording Studio: Juice Studios
Sound Mixers – Bob Gremore and Bruce Bueckert