Cue the camera and step into the life you think you deserve.

That's the message from the new ad campaign for the Lexus LS, in which imaginary young LS owners jet-set around the globe attending fashion shows and parking their LS sedans on the roof for a cup of Joe. It's a little cheesy, but in fairness, any commercial that attempts to define a lifestyle by a vehicle tends to be that way. Now walk down that red carpet and note how bad the valet service is at the end of the piece.

The commercial, aptly named Flashbulbs, touts the new Lexus flagship and features the all-new Lexus LS F SPORT model. (You know it's sporty because Lexus made the word sport all caps.)

The sport campaign by Lexus is going to continue as the brand attempts to move away from its older owners and grab some customers who aren't hitting the early-bird special at the local diner. A second spot, Paddleshifters, continues the campaign, taking our couple on even more interesting adventures with every upshift.

Scroll down to see the Flashbulb commercial and read the full press release.


Show full PR text
Lexus LS Marketing Campaign Lives Loudly
Performance and luxury elevated to the highest level

TORRANCE, Calif. (Oct. 29, 2012) - Generations of the Lexus LS have inspired an entire industry through visionary innovation, craftsmanship and design. And now the flagship not only has a new face, but has more than 3,000 new parts. The LS line-up also includes the first-ever LS F SPORT, and a marketing campaign to highlight the thrilling, exclusive lifestyle LS drivers live. The LS campaign caps off a successful year of launches showcasing the brand's bold new face and attitude for the future.

"We've given the Lexus flagship a whole new look inside and out, but its uncompromising commitment to world-class luxury remains the same," said Brian Smith, Lexus vice president of marketing. "We have created a launch campaign that, like the 2013 LS, demands to be seen."

Defy Convention
With the all new GS, ES and a refreshed RX that introduced a bold new look and attitude for the future, 2013 has been a year of launches for Lexus. But before the year is over, the LS launch will solidify the brand's new direction. Airing today, the campaign's two general market spots target those looking to live life to the fullest with experiences that matter. A third spot, "Everything" is geared to the African-American audience and will also air at launch.

"Flashbulbs" boils life down to a series of moments, loud moments, both literally and figuratively. A day-in-the-life of high-end and exclusive experiences for one couple includes front-row seats at a fashion show, a passport stamp leading to an exotic vacation, a modern home in the hills, a swanky jazz club and a glamorous red carpet arrival. The pop of a camera flash transitions through each scene and captures each photo-worthy experience. The LS, considered to be one of the world's quietest cars, still comforts its occupants but announces its presence in a confident, bold manner.

The second spot, "Paddle Shifters," features the all-new LS F SPORT and shows that people who don't go quietly constantly seek bigger, better experiences. They're not happy with the conventional. They do things faster, louder and more uniquely. Each time the LS F SPORT paddle shifter is hit the scene transitions and the music, sound and scenery gets louder and faster: a speed boat racing across the water, a stylish couple's night out, friends cheering on their favorite team. By the end the action reaches a frenetic pace with people living life in 8th gear. The LS F SPORT is the car for those who enjoy a life well-lived, and don't mind being noticed in the process.

Campaign Pillars
To engage the target audience, the campaign's media extensions will focus around four pillars to highlight an emotionally exciting, upscale lifestyle: fashion, entertainment, epicurean and travel.

A first-ever sponsorship of the GQ "Men of the Year" celebrates the men who define cultural relevance, taking an aspirational approach in talking to our target. The sponsorship includes a three-page spread, digital homepage takeovers and an exclusive automotive presence at the Men of the Year and GQ Nights events.

An exclusive, 360 degree partnership with USA's "Suits" includes vehicle integration and custom on-air vignettes. Combining broadcast, digital and social channels, an interactive game component will offer digital narrative, custom videos, Facebook and Twitter posts along with a character chatter page that will include a live season finale fan chat.

In the epicurean and travel worlds, Lexus will be the presenting sponsor of a new editorial platform from Travel + Leisure and CNN called "100 Places to Eat Like a Local." This special series of print, digital and broadcast content will uncover the best authentic, under-the-radar places to eat around the globe. "100 Places to Eat Like a Local" will encourage consumers to submit videos, photos, and reviews of their favorite local spots that may be featured on-air, online or in print. The final list of the top "100 Places to Eat Like a Local" will appear in the April 2013 issue of Travel + Leisure.

Elevating travel experiences to a new level, a partnership with Condé Nast Traveler will allow a reader to win the chance to "travel with Traveler." The winner will report back via social and digital media for the world to see, creating new, engaging content as the campaign goes on.

The digital initiatives will also have a heavy prominence with standard web executions, including banners and Full Episode Players.

Print executions will feature the LS and include a strong lifestyle focus in publications such as Wired and Architectural Digest, as well as in new luxury publications DuJour and Black Card Mag.

In addition to out-of-home focused billboards, and high-impact units in New York City's Times Square and Washington D.C., placements in private airports and executive lounges will target exclusive business, corporate and private jet travelers.

Both broadcast spots will have a prominent presence in high-profile sports properties such as the NFL, including NBC Sunday Night Football, ESPN Monday Night Football, the NFL on Fox, and NFL network. They'll also have heavy coverage on ESPN College Football and NCAA basketball on CBS. These placements will be bolstered with Halftime sponsorships on NFL Network Thursday Night Football and ESPN College Football. In addition, the campaign will align with more than 25 cable networks, including CNN, USA, E!, TNT, Food Network, ESPN, Style and others. The spots are also available at www.YouTube.com/lexusvehicles


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    • 1 Second Ago
  • 53 Comments
      miketim1
      • 2 Years Ago
      The car is looking really good. The F Sport models looks even better with its lower stance and bigger wheels. Tell you one thing for sure this car is more stylish then the 7 series, A8 and S class. Even tho the car looks great inside and out.. I feel like theirs a Level that Lexus isnt taking the LS.
      telm12345
      • 2 Years Ago
      I never thought of Lexus as "inspiring," but this has really nice presence without being over the top. I think they have a tough job - keeping their current customer base that craves luxury while trying to engage those who want luxury with a bit more emphasis on sport.
      Clock
      • 2 Years Ago
      It saddens me now that I realize Toyota missed its window for releasing a car with the Century's V12 engine in America before regulations tighten up so much. The LS would have been a good platform. I'm 99% sure the LFA's race tuned V10 would never see a silky smooth car like the LS. Its slightly possible with the IS or GS though.
      ponycargt
      • 2 Years Ago
      To show how hip and edgy LS drivers are
        ponycargt
        • 2 Years Ago
        @ponycargt
        Whoops that was supposed to be a reply to Edward's comment about stubbly "bums".
      adam1keith1980
      • 2 Years Ago
      These old people are a lot better looking and have more fun than a lot of younger people!
      HUMANMPC2000
      • 2 Years Ago
      From day one Lexus has been a Japanese knockoff of MB,BMW.Their designers never has came out with a orignal model that would make other car companies wanna follow.I will give them credit on their interiors some of the best in the industry. It's like they wait to the Germans flagships to came come out and steal their styling cues.
        Aaron Schwarz
        • 2 Years Ago
        @HUMANMPC2000
        only the Japanese versions last longer, break down less often, and cost less to maintain and repair.....
        Helix
        • 2 Years Ago
        @HUMANMPC2000
        Lexus' smooth, soft, clean, and rounded L-finesse design language was unique when launched and many of its elements and body language have been copied. The IS300 started off the trend for clear lens headlamps. The current LS started off the trend of square exhaust outlets that BMW and everyone else copied with the F01 7 series. The 2010 RX shape and basic design has been copied by Acura (RDX) and Nissan (new Pathfinder). The current generation IS has spawned copies like the Acura ILX (rear) and Dodge Avenger (C-pillar). The last generation GS was the inspiration for the Jaguar XF (roofline). Lexus was the first with full LED headlights in the LS600hL and a similar style was incorporated for the Audi A7 (not DRLs but the headlights themselves). The spindle grill is now being copied by Nissan (new Altima and Sentra). Troll harder.
      TWSglobal
      • 2 Years Ago
      Anyone who says the new Lexus looks good, or any Lexus for that matter with the new (We need to do something with our grill, we're losing market share... Hey, why don't we melt the Audi grill and call it a day) grill, clearly works for Lexus. Not one person I've spoken to that's seen the new grill in person has liked it. Not one.
        Connor Murphy
        • 2 Years Ago
        @TWSglobal
        At my dealership we see roughly 50 a month who like it.
          kontroll
          • 2 Years Ago
          @Connor Murphy
          so Connor, you see roughly 50 a month who like it, how many a month actually buy it... 3-4??
          carfan
          • 2 Years Ago
          @Connor Murphy
          are they blind americans?!
          threefortyduster
          • 2 Years Ago
          @Connor Murphy
          Come on Conner, you can't argue logic on the internet. Just like with the Jetta...hard dashboard, crappy reviews, and all, it handily outsells the old version. Obviously they know what actually works and not just what the people on the internet driving 25 year old swedish station wagons think.
        jase.s
        • 2 Years Ago
        @TWSglobal
        Anecdotal evidence is always the best evidence, right?
          kontroll
          • 2 Years Ago
          @jase.s
          are you actually replying to the Conner sales man...because I sure would believe a used car salesman
      Master Austin
      • 2 Years Ago
      Lexus doing "Sport" is like grandma putting on a sports bra...
      blkpantha
      • 2 Years Ago
      I have a question why no matter what Lexus does everyone just hate on them why? this cars beautiful sexy smart and luxurious stop judging by pictures and go check out the car for yourself and stop the hating the ads arnt corny ... you guys just want to hate it
        blkpantha
        • 2 Years Ago
        @blkpantha
        just look at the way the store is written completely miss the point of the commercial not to mention the LS F SPORT wasn't even seen in this commercial .. I just don't understand why you people just hate on Lexus I can see you all don't even understand the company
          torqued
          • 2 Years Ago
          @blkpantha
          @carfan - The first sentence of your reply has 4 errors. Can you find them all?
          Codeman
          • 2 Years Ago
          @blkpantha
          Punctuation. Look it up and apply.
          Vien Huynh
          • 2 Years Ago
          @blkpantha
          haters gonna hate, and whoever like it gonna like. There are always 2 different types of people you know.
          carfan
          • 2 Years Ago
          @blkpantha
          hey codeman...from somebody you is driving a lexus, how can you expect correct grammar. Like I always said... only the uneducated people drive these cars
      Maddoxx
      • 2 Years Ago
      F Sport stands for failed sport, as it fails to be anything but a kit n *******.
        Ae Neuman
        • 2 Years Ago
        @Maddoxx
        agreed. yet another attempt at trying to find an identity.
        CaddyV8
        • 2 Years Ago
        @Maddoxx
        F Sport is their appearance and accessory package. "F" is their performance line. Much like BMW has M and M Performance.
      TWSglobal
      • 2 Years Ago
      The car already bores me to tears. That's sad, but not as sad as a car company that promotes a sport model with additional ponies. To top it off, they apparently know their target market - complete cheese balls. Should be another forgettable model from a brand that's forgotten how it got here. PS I had no idea jet setting around the globe could make a 25 year old guy turn grey. Are we to believe the couple in the commercial, who are both clearly old enough to receive free health insurance from their parents are now in their mid 40's??? OK then...
      • 2 Years Ago
      [blocked]
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