Lexus - The Sriracha IS
Part of the 2017 IS Minor Launch campaign, the Sriracha IS and the LIT IS were instrumental in marketing Lexus to millennials. This custom car and its launch video went viral. It trended on Facebook for 48 hours, and hit a million views on Facebook (without paid help) in seven hours.
The Lexus IS is already a hot car. We decided to make it the hottest car ever: the Sriracha IS, winner of AdAge and Creativity Online's Pick of the Day.
Launched at the LA Auto Show, the Sriracha IS custom car stole the scene. This is without a doubt the most fun I've ever had working on Lexus. This custom car had nearly two dozen new Sriracha-inspired features, all of which weren't tacky or gimmicky, but premium and within the Lexus brand. Watch the video for the complete rundown of customizations, which includes the "Sriracha in the bottle" paint job.
This is one of those projects that you have to give a lot of credit to the client. This idea started as a joke in a brainstorming session. But the more we thought about it, and how to do it right, we became convinced that it would work. When we said the words "Sriracha car" in the client pitch, I was half certain we would be fired that afternoon, but they laughed and said, "Let's go for it."
I'm grateful for their trust on this. It worked tremendously. We went viral, hitting our demo on the head. It was national TV in America, Canada, England, Germany and Thailand. It was online everywhere in every language.
And thanks to our friends at Sriracha who gave us their blessing and help to make this, we can claim to be the only agency and creative team to ever make Sriracha-approved advertising.
Sriracha In Everything - The Hottest Lexus IS Ever
Winner of AdAge and Creativity-Online's "Pick of the Day."
The earned media was overwhelming.
We made more than just a car. We created dozens of assets for this campaign.
This custom car included a trunk full of Sriracha, which was glorious.