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Lexus has launched two new commercials for the all-new 2014 IS incorporating the arts, fashion and design. The two new stylish commercials entitled "Crowd" and "Color Shift" are a different approach to your typical car commercial. Swedish film director Jonas Akerlund and his wife, costume designer and stylist B. Akerlund were enlisted to help create a new image for Lexus.
These new 2014 IS commercials are a huge departure from Lexus' 24 year history. Instead of focusing solely on the car, elements of fashion and design create an abstract look to help stand out from any ordinary car commercial. These new TV spots are stylish and youthful as they focus more on design. It is an integral part of Lexus' new direction and will help outreach to a new and untapped demographic. The all-new 3rd generation IS is already in production and will be arriving at dealerships in July. In the meantime check out the commercials below:
Crowd - 2014 Lexus IS Commercial
"Some things are designed to draw crowds. Others are designed to leave them behind. Introducing the 2014 Lexus IS F Sport. A car designed with one purpose. To stand apart. It's your move."
Stand Out: Behind The Scenes
Swedish born Jonas Akerlund has directed many films and music videos. He's worked with many prominent names like Metallica, David Guetta, Lady Gaga and most recently Beyoncé. His wife B. Akerlund is a famous costume designer and stylist who has worked with the likes of Justin Timberlake, Madonna and Lady Gaga. Check out the "Stand Out", behind the scenes feature on Mr. & Mrs. Akerlund and their work:
STANDOUT: Jonas Akerlund presented by Lexus "Crowd"
Not a real fan of either commercial. I might be in the minority here, but I think Lexus should go in an entirely DIFFERENT direction with their marketing. Especially since Lexus vehicles are getting more and more sporty - they need to show it off. This is the only way they will get the younger generation to WANT a Lexus. Mercedes, IMO, has the best marketing of any car brand.
New Lexus IS advert: Exclusive preview
June 14th, 2013 by Will McManus
Take an exclusive look at the new Lexus IS advertising campaign ahead of its official launch. Prepare to be mesmerised…
Lexus fuses the traditional elegance of ballet with a thumping soundtrack in a mesmerising new advert to launch the New Generation IS.
The European campaign to promote the New Generation Lexus IS launches officially on 17 June (UK TV advertising begins 5 July) and will run across TV, print, digital channels and social media. However, can exclusively show you the lead 60-second TV short ahead of its official release.
Titled Poise, the brief for the advert was to demonstrate the IS’s superb driving dynamics and rigid body structure, while simultaneously appealing to a new and younger audience for the sports saloon.
In order to visualise this, Lexus Europe and advertising agency CHI & Partners partnered with the English National Ballet (ENB) and renowned choreographer Russell Maliphant to create a stunning comparison of the car’s dynamic qualities with the strength and control of a prima ballerina.
The dancer performing is none other than Tamara Rojo, Lead Principle Dancer and current Artistic Director of the ENB. Her precise routine is an incredible display of traditional poise, balance, strength and technique, but it is starkly juxtaposed with a trap hip-hop track called Step Up by Stephen Kozmeniuk.
Kozmeniuk has previously worked with Nikki Minaj, Kanye West and Madonna.
Simply watching the adrenaline-charged video clip raises the heartbeat, and Lexus is confident that driving the exciting new, dynamically superior IS will provide similar stimulation.
Alongside the lead TV advert will be an integrated campaign featuring more talent from the ENB, including a shorter online product film focussing specifically on the F Sport meter. ENB ballerinas Lauretta Summerscales and Shiori Kase perform a perfectly synchronised duet in this 30-second film, with their movements mirroring that of the F Sport meter in action. There is also an exclusive behind-the-scenes documentary featuring interviews with Tamara, Russell and Lauretta.
We are incredibly proud and excited about this advert and welcome your thoughts on it.
Interesting new commercials. It's obvious Lexus chose to go with a cultural theme instead of a sport them. This is kind of surprising though, being the new IS *appears* to be a focussed sporty car (from the outside).
But I think what they are doing is wise. They are moving into modern times and picking up on the hip Hollywood crowd. This has been a recent trend of the higher-end makers, and I believe it's a good way to make a brand cool and more popular with the younger crowd. If Hollywood and the film industry likes it, it can spread like wildfire. The best advertising a company can ask for is when a car appears in music videos, movies, and tv shows. Major exposure and cool factor.
Both Crowd and Color Shift are fantastic for what they are. They target some kind of high end lifestyle composed of eccentrics who crave attention and want to stand out. Guess what? New IS is exactly that.
Basically these people are all about show off and badge than actual driving so those ads are targeted to them.
There is a reason why one product may have two or three different ad spots with totally different message so this is only one side of the story.
If I could add something or tweak something that would be in Color Shift, instead of predictable black and white they should have went with white and red or white and blue (miss USB already?) and Lexus definitely needs to change the tagline they are not about perfection anymore but more about emotion, perfection is anemic.