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Sneakerhead, audiophile, fashionista, gamer, these people are “all in” on their passions. In a new marketing campaign breaking today for the Lexus 2021 IS, the automaker celebrates … read moreits own obsession: an unapologetically pure sport sedan. Entitled "All In," the new campaign engages an audience that’s just as unapologetic about pursuing their unique interests. It features influencers and deep, diverse media partnerships. Rather than casting actors, the campaign features eight micro-influencers. The first spot, “Names,” moves quickly through people from different walks of life who introduce themselves by the names they’ve earned—be it sneakerhead, gamer or audiophile. Another spot, “Vanity Plates,” demonstrates just how far these enthusiasts will go to show off the obsessions that define them. To ensure connection with all consumers, unique ads were created to further explore the meaning of “all in” for Asian, Black, Hispanic and LGBTQ markets. “Names” and “Vanity Plates” will air during primetime, special events and sports including NFL playoffs and NBA. Potential drivers and enthusiasts of Lexus will be able to ask their Google Assistant-ready devices about the new Lexus IS model to learn more about the vehicle’s latest technology, audio, performance and safety features, as well as link to nearby dealerships. The campaign also includes video, audio, connected speakers, print, social and display.
read less...Copywriter “Names”: Luke Rolof
Art Director “Names”: Adam Bright
ACD - Copywriter “Vanity Plates”: Charlie Stephenson
ACD - Art Director “Vanity Plates”: Steve Hanlon
Associate Director of Content: Leah Bohl
Account Director: Amy Oars
Account Executive: Ashly Amey
Account Supervisor: Nate Giddings
President: Julie Michael
Business Affairs Manager: Jessica Solorzano
Project Manager: Laura Schluckebier
Director of Content: Sam Walsh
Sr. Product Insights Manager: Mike Shin
Music Supervisor: Neil Cleary
Line Producer: Rhonda Vernet
Editorial Company: Cabin
Editor: Issac Chen
Executive Producer: Liz Lydecker
Owner/EP: Carr Schilling
Post Producer: Michelle D
Post Production Company: A52
Flame Artist – Andy McKenna
Post Producer – Maura
Executive Producer – Patrick Nugent
Telecine: Co. 3
Colorist: Dave Hussey
Music track: Ebo Taylor Band “Children Don’t Cry”
Recording Studio: Margarita Mix
Sound Mixer: Bob Gremore
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