Lexus is talking looks, locales, and lifestyle with a new campaign for its 2013 LS sedan.
The automaker says media extensions will focus around four pillars around fashion, entertainment, epicurean and travel. Two general market broadcast spots depict living life to the fullest and heavy print, online and out-of-home placements tout vehicle performance and luxury.
The campaign also touts the LS F Sport performance variant. The effort, via AOR El Segundo, Calif.-based TeamOne, kicks off with two general market spots with a third spot, “Everything” geared to African-American audiences.
One of the spots follows a day-in-the-life of a power couple: front-row seats at a fashion show, a passport stamp leading to an exotic vacation, a modern home in the hills, a jazz club and a red carpet arrival. The pop of a camera flash transitions through each scene. The quietude within the vehicle is alluded to by the contrast between the tranquil interior and the noise of each of the events.
The ad for the LS F Sport, clearly going after BMW, gets into the car's sports-paddle shifting, with sound and scenery gets louder and faster, with another affluent couple more into things like speed boats, sports events, and clubbing.
Also on tap is a first-ever sponsorship of the GQ “Men of the Year”, An all-points partnership with USA’s “Suits” that includes product integration and on-air vignettes.