LEXUS LS 500

Launching a new vehicle in a competitive market where you're losing market share and have a "dad" image is tough. On top of that, Lexus wasn't even in the top three in luxury vehicle consideration set.

So when we had the opportunity to launch the new Lexus LS, we had to revitalize the look, feel, and tone of the brand. Overall, we succeeded by making the story focus on the new, well-crafted, yet sexy LS 500 features and making the TVC and digital banners fast, sexy, bold, and un-dad.