Lexus to Launch ES 300 Campaign

LOS ANGELES–Lexus is set to break a campaign touting its entry-level luxury car, the redesigned ES 300.

Created by Team One Advertising in El Segundo, Calif., ads feature the new tag, “Welcome to a new world of luxury.” Agency co-chairman and chief creative officer Tom Cordner said the tag is meant to convey that the redesigned ES 300 is “a major step up in quality and luxury from its predecessor.”

Campaign spending was undisclosed. Lexus spent roughly $15 million advertising the Lexus ES in 2000 and $5 million for the first six months of 2001, per Competitive Media Reporting. The base price of the car, which features a new body, roomier cabin and DVD-based navigation system, is $31,505.

The campaign includes four 30-second TV spots, print, outdoor, online and in-theatre ads, as well as a TiVo contest encouraging viewers to find the commercials, direct marketing, sponsorships and a consumer ride and drive tour. Ads break on Oct.1.

TV spots, which were shot in Spain, feature individuals such as a saddle maker who is knowledgeable about leather and craftsmanship; a flamenco dancer who addresses the appearance and power of the car; a little boy who wonders at the technology, which to him seems like magic; and an older gentleman who is a patron of the arts, said Cordner.

This was the first campaign created by Team One group creative directors James Dalthorp and Jack Fund, who joined the shop in March. Dalthorp previously directed commercials and music videos and also worked on car accounts such as BMW and Saturn. Fund, who most recently had his own shop called simply Jack, also worked on American Honda and Jaguar.

Team One was formed by Saatchi & Saatchi more than 12 years ago to focus specifically on the Lexus account.