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. Robert Prins and Matt Bogen served as art director and copywriter, respectively.
--Michael McCarthy and Teresa Buyikian