Body Language
In 2016 Lexus announced the first‑ever redesign of its IS sports sedan. We had to launch the car and market it to a younger audience than Lexus had ever spoken to.
Recordearned media for Lexus
2 spotsplus full campaign
Foundationof the IS launch
Finding the hook
We had to land on what made the IS stand out from its peers and give it traction with millennials. We hinged the campaign on its bold design, arguably the most provocative in its class.
The idea
Body language — how this car’s posture says a lot about the person driving it. With the Lexus IS, you send a signal without ever saying a word.
Where it sat
These spots, alongside the Sriracha IS and the LIT IS, were the foundation of a launch that amassed more media and earned media impressions than any campaign in Lexus history.