LOS ANGELES -- Luxury car manufacturer Lexus is launching a TV ad campaign on Monday to tout its first convertible. Two TV ads, running exclusively in French, on programs such as Boston Public and Dateline. will introduce the SC 430. Created by Team One Advertising, El Segundo, Calif., the ads are themed "Parlez-vous dasire"
One spot depicts a Great Dane so fixated on the car his owner is unable to budge him. The second ad, focusing on performance, portrays a cycling team that falls over when they come across the car. The tagline, translated into French, remains: "The passionate pursuit of perfection."
Campaign spending was not disclosed; the Torrance, Calif., client spent more than $160 million on ads last year, per Competitive Media Reporting.
The car hits showrooms March 15.