Team One Introduces Lexus LC’s ‘Lane Valet’

By Erik Oster 

Team One launched a spot for the 2018 Lexus LC, entitled “Lane Valet.”

“Lane Valet was conceived by top Lexus engineers who understand the importance of safe and steady driving conditions,” Lexus general manager, product and consumer marketing Brian Bolain said in a statement. “An appropriate vehicle speed without excessive braking offers optimal fuel efficiency, better traffic flow and decreased driver frustration. We’re just trying to give everyone the best possible driving experience.”

The spot shows a man cruising down the highway in his Lexus LC when he’s confronted with a driver camped out in the left lane going well below the speed of traffic. No problem, he just presses the car’s “Lane Valet” button and the slowpoke is moved over so that the Lexus driver can pass.


As the Lexus driver waves and passes, fine print reads “Imaginary technology. Do not attempt. Duh.”

“Team One loves problem-solving advertising messages, and Lane Valet is a contemporary solution to a known and relatable challenge,” Team One group creative director Craig Crawford said in a statement. “Broadcast placements show a commitment to innovation, and when you want to make a great car commercial you go to a great car director like Tim Damon.”

“Lane Valet” will make its broadcast debut this Saturday (which, of course, is April Fools’ Day) during CBS’ coverage of game 2 of the NCAA Men’s Final Four, on Comedy Central and during an encore presentation of Saturday Night Live on NBC.

Team One Credits
Chris Graves, Chief Creative Officer
Craig Crawford, Group Creative Director
Jon Ruppel, Creative Director
Tyler Doupe, Creative Director
Brian Doyle, Associate Creative Director
Laura Schluckebier. Project Manager
Brooke Bauer, Project Manager
Pilar Leff, Senior Producer
Laura Cray, Associate Producer
Robin Watkins, Management Supervisor
Kellen Laker, Account Executive
Gayle Tomita-Oswald, Account Director
Bryan Cook, Executive Content Producer
Gina Grosso, Associate Director of Multimedia
Kevin Warnecke, Associate Producer
Sergio Maggi, Editor
Rob Johnston, Motion Graphics Manager
Rebecca Foster, Group Media Director
Julie Scher, Associate Media Director
Rachel Bensimon, Media Planner
Meg Seiler, SVP, Director of Public Relations
Daphne Dobbs, PR Account Director
Kat Kirsch, PR Management Supervisor
Elizabeth Held, PR Senior Account Executive
Jessica Solorzano, Business Affairs Manager
Sophia Foroudastan, Digital Strategist
Corey McKinney, Manager, Product Insights

Production Company: Square Planet Media
Tim Damon, Director/Owner
Kendra Wester, Executive Producer
John Urso, Comptroller