Lexus’ ‘Blending’ Campaign Stands Out

Advertiser: Lexus

Agency: Team One Advertising, El Segundo

Challenge: Establish an identity for the LS 400.

The Ads: A series of print and TV spots shows a male model painted so as to blend into the car. In a TV commercial inspired by the futuristic movie “Running Man,” the model runs across a desolate urban landscape to a Lexus. Once seated inside, the model’s painted torso blends into the upholstery. In another commercial, the model is painted to blend into the grill. Result: It’s hard to imagine a better way to dramatize the LS 400 slogan: “When was the last time you felt this connected to a car?” The message will no doubt resonate with high-performance junkies. $$$

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Ads are rated from $ to $$$$, based on probable effectiveness and tastefulness, with $$$$ being the best.