LEXUS
BLEND OUT
You’re launching your new Lexus IS against the category-defining BMW 3-Series.
You have a choice to make:
CHOOSE NOISE
Attempt to out-BMW them
Rent a racetrack and hire some stunt drivers
Shoot some action-packed car porn
Add some high-energy music and authoritative VO
And hope you can get BMW drivers to switch
CHOOSE SIGNAL
Flip the script
Use BMW’s success against them
Position them as the boring, default option
Then declare the Lexus as the choice of independent thinkers
And celebrate that provocative attitude with an edgy music video
CAMPAIGN INCLUDED: Television/Film/Digital/Social
ROLE: Creative Leadership + Concept Creation + Campaign Oversight + Production
LED AT: Team One
RESULT:
Shifted brand perception from “safe” to “provocative,” driving measurable increases in consideration during launch.