In honor of #TBT (Throwback Thursday), lets go back to the 90’s and reminisce on one of Lexus’ most memorable ad campaigns and vehicles. “Something Wicked This Way Comes” was the tagline coined by Team One for the launch of the 2nd Generation Lexus GS. This memorable ad campaign and the first dual personality Lexus model were the initiators of the Lexus enthusiast market.
This exiting GS ad campaign was produced by Lexus’ ad agency, Team One, a division of Saatchi & Saatchi. This exciting ad campaign was a new direction for Lexus as it was bold, exciting and energetic. Because Lexus was known for creating luxurious, quiet and somewhat mundane vehicles a change had to be made to draw in a more younger, energetic and enthusiast crowd. With the launch of the 2nd generation GS, it was the first ever Lexus model to offer two engine choices and have a sportier, athletic appeal. Since the 1st generation GS, despite its legit Italdesign looks, missed the mark, this was Lexus’ chance to make up for it. The 1998 Lexus GS offered two models based off of two different engines. The GS 300 was powered by the 220 hp 3.0L 2JZ-GE I-6 and the first Lexus badboy vehicle the GS 400 had the 300 hp 4.0L 1UZ-FE V8 with the first 5 speed automatic transmission. This was at one point the world’s fastest automatic luxury sedan with a 0-60 time of 5.8 seconds. The 2nd generation GS was a direct aim at the German competition and the start of a die hard Lexus enthusiast following.
Club Lexus History:
Club Lexus was founded by Michael Kilty, an ethusiastic Lexus owner from Southern California. Mr. Kilty was pulled to the Lexus brand due to the V8 powered 2nd Generation Lexus GS. Because of his excitement and passion for his GS and the Lexus brand, he was one of the first to install an ATI Supercharger in his GS 400. He wanted to share his excitement of his Supercharged GS by starting up a community to gather all Lexus owners and enthusiasts alike. Club Lexus was initiated in 1999 on the free message board hosting site called ezBoard. Because of one man’s vision, Club Lexus has grown to become the largest and most active Lexus news and enthusiast community in the world.