Team One is launching a campaign today to introduce Lexus’ first-ever RC 350 sport coupe and RC F performance coupe.
The multimedia campaign is centered around a pair of broadcast spots promoting each of the new vehicles. In “Face Off,” actor Wes Bentley (Seneca Crane in The Hunger Games, that creepy voyeur kid in American Beauty) confidently walks into a dark factory. As he glances at the Lexus RC Coupe, he likes what he sees (and for some reason lightbulbs explode as he unlocks the door) and he drives off smiling. The spot ends with the tagline, “Once driven, there’s no going back.”
“No Limits” was inspired by the RC F reveal video, and touts the vehicle’s powerful performance as barrier-breaking. It combines footage of the RC F racing through turns with athletes pushing their bodies to the limits.
Both spots launch today and will air during prime time, late night, cable, network television and cable sports, including “multiplatform ownerships within the Thursday Night Football Halftime Show on CBS and NFL Network.” In addition to the general market spots, “three additional RC F commercials geared toward multicultural audiences will also air at launch.” The broadcast efforts will be supported by digital, print and OOH executions.
Credits:
Agency: Team One
Chief Creative Officer: Chris Graves
Group Creative Director: Jason Stinsmuehlen
Associate Creative Director: Ryan DiDonato
Senior Producer: Beth Hagen
Associate Producer: Tiffany Otoya
Account Director: Joel Dons
Account Supervisor: Adrienne Feldman
Director of Strategic Planning: Noel Sullivan
Strategic Planner: Alex Sharkey
Media: Rebecca Foster
Project Manager: Rosheila Robles
Production: Wondros
Director: Sophie Muller
Senior Executive Producer: Gina Zapata
Line Producer: Grant Jue
DP: Ben Seresin
Production Designer: Richard Lassalle
Editorial: Jump Editorial
Editor: Richard Cooperman
Executive Producer: Betsy Beale
Producer: Caroline O’Sullivan
VFX: a52
Flame Artist: Patrick Murphy
Flame Artist: Andy McKenna
Executive Producer: Megan Meloth
VFX Producer: Scott Boyajan
Music: U.N.K.L.E.
Composer: James Lavelle and Richard File
Track: Blackout
Sound Design: Stimmung
Designer: Gus Kovel
Producer: Ceinwyn Clark
Audio Mixing: Juice West
Mixer: Bob Gremore