Lexus "F" Commercial
Lexus Fanatic
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From: Virginia/D.C. suburbs
But I'll still (respectfully) disagree on the topic-ad. A competent vehicle doesn't have to sell on a couple making it in the rain, or a bunch of loud-mouths in the back seat. I'm not saying that the Lexus F-package is not competent (it is) but that ad doesn't do it justice.
And don't kid yourself.........staged or not, both Shaq and Tiger were laughing all the way to the bank (as the actors in this ad probably were too)
Last edited by mmarshall; Jul 13, 2014 at 02:55 PM.
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From: Fl
Now if you're targeting the 20-something who wants to buy the Lexus no matter what, only to have it repossessed 8 months later by Lizard Lick towing, then yeah, this is the right commercial for that demo. Because, hey... They had a Lexus for 8 months!
Lexus Fanatic
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From: Virginia/D.C. suburbs
I'll have to admit, though.....it wasn't as corny as the Nissan ads with the dogs driving. (You remember those, don't you? ) At least with the Kia Soul ads, the hamsters were little cuter.
An ad like this is about marketing the Lexus brand as sexy, passionate engaging, vibrant and youthful.
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Show me a 20-something who is smart enough to have the money to buy a Lexus, and I'll show you a 20-something that is too smart for this commercial. (Yeah I know there are trust fund kids, but they're probably going to skip on over to other "F"s and "L"s, namely Ferrari and Lamborghini)
Now if you're targeting the 20-something who wants to buy the Lexus no matter what, only to have it repossessed 8 months later by Lizard Lick towing, then yeah, this is the right commercial for that demo. Because, hey... They had a Lexus for 8 months!
Now if you're targeting the 20-something who wants to buy the Lexus no matter what, only to have it repossessed 8 months later by Lizard Lick towing, then yeah, this is the right commercial for that demo. Because, hey... They had a Lexus for 8 months!
There is a very distinct change in Lexus image and it continues to change. The new spindle grill and more aggressive styling is attracting more youthful and image conscience customers. Contrarily a lot of long time Lexus fans do not like it even in non-F-sport trim.
We all used to have car posters on the wall. The LFA gave Lexus that first true car for the youth to gawk over, the IS F somewhat as well. The RC F and upcoming cars aim to continue this trend.
Lexus Test Driver
Joined: Jan 2002
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From: Treasury
Well, I'll have to agree with the Shaq part. That part was clearly staged. I know the Lacrosse. There's no way that a guy his size (and I mean B-I-G) is going to have that kind of stretch-out room in a factory-spec Lacrosse. That was probably staged with optical-effect cameras.
But I'll still (respectfully) disagree on the topic-ad. A competent vehicle doesn't have to sell on a couple making it in the rain, or a bunch of loud-mouths in the back seat. I'm not saying that the Lexus F-package is not competent (it is) but that ad doesn't do it justice.
And don't kid yourself.........staged or not, both Shaq and Tiger were laughing all the way to the bank (as the actors in this ad probably were too)
But I'll still (respectfully) disagree on the topic-ad. A competent vehicle doesn't have to sell on a couple making it in the rain, or a bunch of loud-mouths in the back seat. I'm not saying that the Lexus F-package is not competent (it is) but that ad doesn't do it justice.
And don't kid yourself.........staged or not, both Shaq and Tiger were laughing all the way to the bank (as the actors in this ad probably were too)
I would be willing to bet people put more thought into how a brand makes them look from a social status than how well the car preforms.......
Lexus Fanatic
Joined: Oct 2003
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From: Virginia/D.C. suburbs
I addressed that in my last post. Ads like this, IMO, seem to promote driving styles more than the brands or vehicles themselves. Of course, I respect your opinion if you see it differently.
Lexus Fanatic
Joined: Nov 2011
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From: ON/NY
What you seem to miss from marketing and branding is that people do not just buy the car, they are buying the brand and image the brand projects.
I would be willing to bet people put more thought into how a brand makes them look from a social status than how well the car preforms.......
I would be willing to bet people put more thought into how a brand makes them look from a social status than how well the car preforms.......
Lots of buyers rarely purchase cars just on the vehicle merits alone. People generally buy cars because of the way they make them look.
The new marketing by Lexus is for the new generation of luxury car buyers. Lexus was smart to design the cars this way.
Compare the IS marketing to the LS, did anyone see the new LS ad in the current National Geographic. Totally different buyer and demographic.
Last edited by Toys4RJill; Jul 13, 2014 at 05:06 PM.
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Lexus Fanatic
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From: Virginia/D.C. suburbs
Lexus marketers, are you listening?
Last edited by mmarshall; Jul 14, 2014 at 02:04 PM.
Lexus Champion
Joined: Aug 2006
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From: Illinois
I agree. No commercial appeals to 100% of the target market. It just doesn't happen. The Lexus division has people who work with the ad agencies to evaluate the effectiveness of the commercials. If it meets their expectations it stays, if not it will be gone.
Pole Position
Joined: Oct 2004
Posts: 3,397
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From: Maryland
It's probably a good thing that it doesn't appeal to most of us, because we already buy their cars. They don't need to attract us to the marque, as these ads are for other folks who have never paid much attention to Lexus.
I'm going to recommend the purchase of a Lexus no matter how silly this ad is.
They don't need to attract us to the marque, as these ads are for other folks who have never paid much attention to Lexus.I'm going to recommend the purchase of a Lexus no matter how silly this ad is.
Lexus Fanatic
Joined: Oct 2003
Posts: 94,629
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From: Virginia/D.C. suburbs
Of course not. I couldn't agree more. I, of all people, tend to avoid stereotypes.
But my point is that the stereotype marketing of sport-oriented vehicles to younger persons is somewhat overrated. And, Hey, for that matter, I've known just the opposite.....some geezers who liked some sport in their ride, too. 
