COVERING THEIR BASES





Team One/El Segundo, Calif., probably took more interest in the final day of the National League West Division race than even the most serious of baseball fans. With its new launch campaign for the restyled Lexus ES 300 set to feature – and run heavily in – the four cities hosting playoff games, Team One officials had to work up spots on both Atlanta and San Francisco, whose fight for a place in the playoffs went right to the end. The launch features shots of the playoff cities – as well as other tourist spots around the world – giving the number of annual visitors they draw. Not among them, a voiceover says, were the Lexus engineers. Those poor chaps got no vacation – they spent the year relentlessly pursuing the 20 improvements in the new ES 300.
Copyright Adweek L.P. (1993)