Targeted at a younger audience, the ad features dynamic driving imagery of the IS with the tagline, “Moves you in more ways than one”, to communicate the physical and emotional benefits of the uplifting driving experience offered by the IS.
Raindrops that come into contact with the IS are seen to change colour – a metaphor for the uplifting experience the driver has when driving the car.
The pan-European ad was directed by Daniel Barber and will run in the UK until mid July. TV is supported with print ads in motoring and lifestyle press as well as outdoor and radio in July and cinema – a first for Lexus – in August.
The new work for the IS is a beautiful expression of colour, movement and form.
I don't think they have seen a huge flaw in the idea. The coloured water looks like petrol. The way it changes colour and drips from the car, looks just like a oil leak. So the first impression I got was - that car is leaking a lot of petrol? Maybe the follow up posters will boast the good miles to the gallon?
Keep an eye out for the TV ad if you haven't already seen it. You will see what I mean.
1 comment:
Any way you could post the ad itself? I'd love to see it, and I don't know if I will being in Canada.
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