At first I thought Miley Cyrus was going to show up, but nope. They just took a wrecking ball to a different Lexus proclaiming to say no to no and slam the people who said it couldn't be done. I'm not sure what "it," is, or at least I wasn't until I bothered to research it further and learned it carries a 10-speed automatic transmission which is the first of its kind in a luxury car. Grandiose "they said it couldn't be done," messaging aside, I heard on the radio that it basically had to be done as people still weren't buying into the Lexus story of Luxury. So now they're stepping it up in the hopes of convincing people further that it's not just a souped up version of parent company Toyota.
As for the ad itself, well I assume when it premiered at the Detroit Auto Show it was quite the showstopper. On it's own, it's yet another car with running footage. Also, if you can't actually show the best part of the spot which would have been that wrecking ball completely obliterating the "old Lexus," than it all feels a bit neutered to me. I assume they couldn't show it due to a legal standpoint but who knows. I could have been the judgment of a client who, despite the spots bravado, is happy to just say no, too.
Client: Lexus
Team One Advertising
President: Julie Michael
Chief Creative Officer: Chris Graves
Group Creative Director: Craig Crawford
ACD/Writer: Charlie Stephenson
Senior Art Director: Steve Hanlon
Producer: Kerry Ko
Account Director: John Coelho
Group Director, Strategy: Jen Grant
Account Supervisor: Robin Meselson
Production Credits
Production Company: Big Block
Director: Shaun Collings
DP: Joe Picard
Executive Producer: Corwin Carroll
Managing Director: Kenny Solomon
Line Producer: Buddy Enright
Post Production
Design/VFX/Editorial: Big Block
Creative Directors: Mark Glaser, Curtis Doss
VFX Supervisor: Scott McNeff
Lead CG Artist: Rob Glaser
Head of Production: Kay Rough
Assistant Producer: Tiffany Dickerson
Colorist: Mark Glaser
Director of Technology: Albert Soto
Music
Original Music: Robot Repair
Producer/Sound Designer: Doug Darnell
Composer: Kael Alden
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