Lexus ads take shape of brand’s newest models

Article by Christian Andrei, on December 11, 2014

If people take a look a Lexus’ newest models, they would see that these offerings are more daring, racier and providing some fun. To better make its target buyers understand what it is trying to impart, Lexus has also made its ads more daring, racier and providing some fun.

To better illustrate, the recent ad for the Lexus IS 350 shows a young man who went inside his lady neighbor’s apartment and then ripped his shirt off to help her control a broken faucet. But then, the lady’s partner walked in and saw something that is both awkward and sexy. Then the hero gets out of his sight in his Lexus IS 350.

The voiceover refers to the gap between reality and perception – the very same gap that Lexus brand is trying to connect by creating sporty models targeted at younger buyers. The same strategy is being implemented across several channels. The brand recently featured Wes Bentley of Hunger Games in an ad for the RC sport coupe.

Lexus also had a Specialty Equipment Market Association-related promotion for the RC via Instagram. Lexus is also expanding its sports marketing presence to cycling, which is more followed by young luxury buyers. In its advertising for the F line, the spots linked the brand with the deadly sins of lust, wrath, envy and pride.

According to Brian Smith, Lexus' vice president of marketing, the marketing effort for the brand “must walk a fine line.” He remarked that the effort project a more contemporary image for Lexus without shying away its loyal customers who loves the brand for its outstanding build quality and quiet, comfortable rides.

He pointed to an ad for the RX crossover that shows a young couple who seemed head over heels on each other while on a date. They then proceed eventually to the bedroom, where at dawn their children tumble into the bed with them.

According to Tom Libby, an analyst at IHS Automotive, the changing direction of Lexus and its advertising "makes sense," will allow the brand to better compete against BMW, which appeals to younger luxury buyers.

Topics: lexus, advertising

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

The highlight of this year’s Consumer Electronics Show may be based on some of these keywords---connectivity, integration and partnership. Just like in the previous year, you’ve probably heard and read...
by - January 16, 2017
Less than three weeks to go and the Super Bowl LI – one of the most awaited and most watched sports events in television – will commence on February 5,...
by - January 16, 2017
New Tesla vehicles will have to pay when charging at any of the carmaker’s Supercharger stations once they exceed their annual limits. This comes as Tesla Motors announced revisions in...
by - January 16, 2017
Off-road driving with an open air vehicle provides another kind of experience for many off-road enthusiasts and fans. For this sake, Ford is planning to offer a version of the...
by - January 16, 2017
For those who love driving, future autonomous cars should be like the Toyota Concept-i that is drawing in a multitude of visitors at the 2017 Consumer Electronics Show in Las...
by - January 15, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries