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LOS ANGELES Publicis Groupe’s Team One will introduce its first campaign for the Lexus LS 600h L.
A spot breaking today on prime-time network television (including the NCAA basketball playoffs on CBS) shows a blistering montage of Mojave salt-flats speeders, rocket afterburners scorching the sky and race cars spinning out and burning rubber.
A voiceover says, “Fast is violent. Fast is gritty. Fast is explosive.” Then, in contrasting silence, the 600h is shown speeding through an abstract tunnel of light streaks.
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