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Lexus, the tony luxury division of Toyota Motor Sales USA, is not generally associated with blue-collar pursuits like bowling. Until now.
In a new spot (shown here) breaking today from Lexus shop Team One Advertising, El Segundo, Calif., the agency pictures the Lexus ES 300 as a bowling ball ready to mow down a set of BMW pins. A follow-up spot this summer will star Barbara Eden of I Dream of Jeannie fame.
So why is Team One trying these unusual creative approaches?
“It’s just the relentless pursuit of perfection,” explained Team One co-chairman and chief executive officer Leonard Pearlstein, quoting the agency’s longtime tagline for the brand.
Tom Cordner, agency co-chairman and executive creative director, served as creative director on the “Bowling” spot, along with associate creative directors Stan Toyama and Melissa Huffman.
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