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Lexus, the luxury car manufacturer, breaks an ad campaign this week exclusively in French touting its first retractable hardtop convertible.
Created by Team One Advertising, El Segundo, Calif., two TV spots themed “Parlez-vous désir?” try to elicit feelings of romance and desire. Lexus believes this is the first time a U.S. TV campaign intended for the general population is running in a foreign language.
“The French language is so romantic, and the car is so romantic,” said Team One co-chairman and ecd Tom Cordner, adding the campaign marks a shift in branding strategy for the client.
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