Lexus strives for excitement injection in LC launch

Toyota-owned Lexus doesn’t do sexy – or does it?

New company boss Akio Toyoda wants to make the solid but staid Japanese car brand more “exciting” so it’s launching the undeniably sexy-looking LC range, including a hybrid version, with a global campaign by Los Angeles agency Team One.

The dancer is one Lil Buck. But you knew that already.

These liquid engineering ads (as Castrol used to say) have become the new version of what my friend Jerry Judge calls “running footage.”

But this is done with a certain panache – and the car looks nice.

MAA creative scale: 6.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.