After helping Apple hype its Airpods in a spot launched last week, freestyle dancer Lil Buck will be going to the Super Bowl, via Team One’s big game ad for Lexus.
Lexus unveiled the 60-second extended version of the ad, “Man and Machine” which was shot by Swedish director Jonas Åkerlund (best known for his music videos for artists including Madonna, Iggy Pop, Sigur Ros, Lady Gaga, Beyoncé and Taylor Swift) with voiceover by Minnie Driver and set to the Sia song “Move Your Body.” The spot opens with shots of Lil Buck’s impressive moves sharing time with new Lexus LC. As the spot continues the approach evolves to show both simultaneously via split-screen and then Lil Buck dancing around the car itself, interspersed with footage of the car in action.
“Lexus’ newest models reaffirm the brand’s performance, engineering, design, and craftsmanship prowess,” Lexus marketing general manager Brian Bolain said in a statement.
While simplistic in approach, the spot nevertheless feels the need to state its message directly with the line “Machines don’t have emotions, but the rare few can inspire them,” somewhere along the way to the introduction of its “Experience Amazing” tagline.” Still, the spot is stylish, well-shot and visually captivating enough that it should attract viewers attention when a 30-second version of the spot runs during the Super Bowl.
Agency: Team One
Chief Creative Officer: Chris Graves
Creative Director: Kathryn Nyquist
Associate Creative Director: Ryan DiDonato
Account Director: Amy Oars
Management Supervisor: Jay Thongnop
Account Executive: Kellen Laker
Senior Producer: Leah Bohl
Director of Project Management: Sylvia Gutierrez
Program Manager: Jamie Lau
Business Affairs: Janet Anderson
Production: Serial Pictures
Director: Jonas Akerlund
Post Production: Chimney Pot
Stylist: B Akerlund
Talent: Lil Buck
Song: Sia “Move Your Body”