VIDEO: Lexus launches new TV ads for IS C
Lexus IS C commercials – Click above to watch after the jump
Not since Ice Cube and Mark Wahlberg famously argued in the movie Three Kings about whether or not Lexus made a convertible have we cared this much about the existence of a drop top from the italicized L gang. Check out our First Drive of the IS250 C and IS350 C published yesterday, however, and you'll realize that it's all relative. The IS C is a nice addition to Lexus' model lineup, but we're not sure we agree with the brand's new marketing campaign that attempts to highlight the car's "mischievous" side. Mischievous for Lexus? Maybe.
The new campaign is spearheaded by three new commercials that focus on the IS C itself and one that highlights the entire IS line. The tag line for the three IS C ads is "Live a little... a lot." Titled "Hop In", "Running" and "Look Out", the three new commercials are a bit strange for our tastes – not in WTF? way, more than an artsy fashion. Strangeness, however, may help disassociate the IS C from other Lexus models that have been pursuing perfection in TV ads for some time now. Check out all four commercials after the jump and let us know what you think in the comments.
[Source: Lexus]
PRESS RELEASE
Lexus Turns Up The Heat This Summer
TORRANCE, Calif. (May 18, 2009)-Lexus unleashes its mischievous side with the debut of the all-new 2010 Lexus IS C retractable hardtop convertible, an entirely new dimension to the IS Line. To launch the highly anticipated convertible, Lexus is debuting an integrated marketing campaign designed to emphasize the vehicle's adventurous, playful personality and reach consumers looking for a thrill.
"The IS C gives Lexus the opportunity to reveal its more dynamic and playful side," states Dave Nordstrom, vice president of marketing for Lexus. "For the launch of the long-awaited IS C, we created a new advertising campaign that allows us to showcase the vehicle's unique personality and give consumers a glimpse of the adrenaline rush the IS C delivers."
The launch campaign features three IS C broadcast spots and one IS full-line spot, as well as print, interactive, out-of-home and support at key Lexus-sponsored events. The TV spots titled, "Hop In", "Running" and "Look Out", feature the tag line, "Live a little, a lot." Each highlights the thrill of driving the IS C, as the car hugs every curve on the road and the drivers experience the thrill of driving top-down in a Lexus.
The IS full-line spot titled, "Scream," features all of the vehicles in the IS line-up-the IS, ISF and ISC-as they speed through the streets at heart-pounding speeds. The drivers scream with excitement as the vehicles effortlessly take every turn that come their way. The spots will begin airing May 18 on prime network and cable stations and will also run on the websites for ABC, NBC, CBS, FOX, Hulu, ESPN, Comedy Central, Vogue.TV, AskMen.com, Car and Driver, Road and Track, Facebook and YouTube.
Beyond TV, Lexus has entered into three notable interactive partnerships, along with banner ads on select lifestyle and enthusiast sites. The interactive partnership elements include:
ABC.com and YouTube
- Lexus is the first and sole sponsor of the ABC short-form video channel on YouTube; content includes clips, recaps and webisodes. Also sponsoring ABC News' YouTube channel.
- IS C spots on the ABC.com's Full Episode Player.
- Lexus will be the first advertiser to work with ABC to test pre-roll in front of short form content on YouTube.
UrbanDaddy.com
- Lexus IS C will be the exclusive sponsor of the Urban Daddy digital lifestyle concierge and microsite, which will also offer consumers the first iPhone app from both brands. The application provides a taste of cities' of-the-moment hot spots and trends with a real-time entertainment concierge and itinerary building service.
- Additionally, as part of the Lexus IS C campaign, readers can visit the "Randomize Your Night" site on Urban Daddy's home page, created specifically for Lexus. Hit the "Randomizer" button, and be provided with a real-time itinerary based on specific inputted criteria and Urban Daddy's archived library of hot happening city experiences.
- Cities include New York, Los Angeles, San Francisco, Chicago, Miami and Las Vegas.
Brash Media
- Lexus partners with Brash Media to sponsor Brash's Road Trip "Guys Getaway" editorial feature.
- The IS C is highlighted as the ultimate vehicle for guys looking to get away in this unique editorial feature.
In addition to the interactive and broadcast elements, Lexus will run a national print campaign in enthusiast and general interest magazines as well as regional newspaper ads in key markets, beginning with June issues.
Mobile will also play a prominent role in the launch campaign with ESPN and UrbanDaddy's first-ever iPhone applications. Additional mobile partnerships include presence on Wired.com's and Style.com's iPhone applications, The Wall Street Journal Blackberry application and the Fast Company and Askmen.com mobile WAP sites. Traffic will be driven to Lexus' WAP site: m.lexus.com.
The 2010 IS C has a base MSRP of $38,490 for the IS 250 C and $43,940 for the IS 350 C. MSRP does not include the destination fee of $875. For additional information, visit Lexus.com.
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Reader Comments (Page 1 of 2)
knightuc1992 12:37PM (5/19/2009)
"The IS C gives Lexus the opportunity to reveal its more dynamic and playful side," states Dave Nordstrom, vice president of marketing for Lexus.
It should really state:
"The IS C gives our senior-citizen customers (sugar daddies) the opportunity to reveal their more dynamic and playful side,"
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Ligor 12:40PM (5/19/2009)
+1, lol
and that isn't far from the truth either
Jake 12:55PM (5/19/2009)
I believe you are thinking of Mercedes.
Lexus convertables always strike me as a trophy-wife car; well the SC anyhow. Mercedes as the car of the older well-to-do guy. Even the Mercedes videos on their website show a mostly grey-haired dude driving their cars.
Serge 3:48PM (5/19/2009)
@Jake
Home many under 40 people you know that work for their money and can afford to buy a $70,000 - $120,000 MB? I see a lot of young guys (17 - 25) here in Brooklyn who have convertible MBs that their parents bought for them.
Same argument is valid for any kind of expensive car... $50,000 and up. Young guys buy used or new Camaros, Mustangs, G35s, Subarus, etc... not because they are hardcore racing enthusiasts or see MBs and Vettes as "old-mans" cars, they buy them because those are the cars they can afford!
Serge 3:49PM (5/19/2009)
that should say "How many" - Spelling FAIL!!!
Tim 3:43AM (5/20/2009)
Lexus IS C = Chick Car
Chris 12:41PM (5/19/2009)
I just watched the spots and read the press release. My guess is Lexus already feels it will get its key consumption consumer - the middle-aged luxury woman who enjoys shopping at Saks. So, since that market doesn't really need to be tempted, they are trying to appeal to a male consumer who would otherwise ignore this car. Have hot chicks jump in your car and show that your life is soooo adventurous and maybe...just maybe, someone will believe Lexus is cool. Until, of course, that potential buyer starts cross-shopping hardtop convertibles and realizes the Lexus has nothing on the 3-series convertible hardtop.
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dukeisduke 12:41PM (5/19/2009)
If they wanted "mischievous", they'd run a commercial with the F-Sport version blasting down the street, leaving clouds of tire smoke and two solid black stripes.
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phoenix 12:47PM (5/19/2009)
The first 3 were... boring, uninspired, and less interesting than Oldsmobile commercials from 10 years ago.
The last one was... "extreme yawning?"
Guess I'm just not Toyota Fanboy enough to get it.
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zamafir 1:00PM (5/19/2009)
or old enough? the average lexus buyer is in their early 50s. Which, as knightuc1992 points out, isn't that far from retirement. I was really entertained on Sunday when a IS-F pulled up next to me, my copilot remarked ‘wow, I didn’t realize the IS-F had a lot of female owners’ and I looked over at a heavy set woman in her 60s with bright white hair and a long ponytail. Then did a double take, it was a man. So it stands to reason, if the ‘performance’ lexus is attempting to sway corvette stereotype owners ten years old, this sorta thing isn’t exactly going to be aimed at anything but people moving quickly towards retirement.
gus 12:52PM (5/19/2009)
I like it how none of the commercials show the rear 3/4 view of the IS C. The director probably know the car look the worst in that view.
And, another car commercial shot on the suicide bridge of Pasadena... I stopped counting how many of those were shot there long time ago.
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Jono 1:09PM (5/19/2009)
The funny thing about Pasadena (I live very close to there) is that it's German car territory. Full of lovely Benz's and BMW's.
kfm423 12:58PM (5/19/2009)
What the hell? Did people get paid for these ideas? If so, yikes.
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Jwh 11:26PM (5/19/2009)
Is that a Madoff apprentice in the "running" spot ?
AIL 1:05PM (5/19/2009)
Yacht-like weight? Check.
Camry frame? Check.
Obnoxious overstyled body panels? Check.
Overpowered engine paired with crummy handling? Check.
Yup, it's a lexus solara. Blech.
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010111 2:48PM (5/19/2009)
the IS has a Camry "frame"...? somehow i doubt that.
sources?
Mwmorph 6:48AM (5/20/2009)
It's BS, first f all, these modern cars are all uni-body, not body on frame and 2nd of all the Camry platform is much longer and mounts the engine transversely with no way to make it RWD while the IS platform is RWD.\
The IS is as similar to a camry as a Zebra is similar to a rabbit. They're in the same kingdom, eat grass and have DNA, butare vastly different.
bill jackman 1:19PM (5/19/2009)
"...the three new commercials are a bit strange for our tastes – not in WTF? way, more than an artsy fashion..."
WTF is right ... as in WTF does that sentence mean?
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Rochester, NY 2:26PM (5/19/2009)
"Hop in"
Did you see how she "hopped in"? I swear she lifted herself up over the sill by stepping on the door handle.
OMG. If she got in my car like that, I'd throw her right off that damn bridge. I don't car how hot she is.
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larry a 2:00PM (5/19/2009)
I saw it last night, I wasnt amused
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