In 2016, Lexus announced its first ever redesign to its IS sports sedan. We were tasked with not only launching this car, but to market it to a younger audience than Lexus had ever marketed to. These two spots, along with the Sriracha IS and LIT IS, were the foundation for this launch, which amassed more media and earned media impressions than any campaign in Lexus history.
For this launch, we had to land on what feature made the Lexus IS not only stand out from its peers, but also gave it traction with millennials. We hinged our campaign on its bold design, which is arguably the most provocative in its class.
Our campaign focused on body language, and how this car's posture says a lot about the people who drive it. With the Lexus IS, you can send a signal without ever saying a word.