Briefed by Senior Manager: Marketing & Communications, Lisa Mallett, to boldly highlight the Lexus IS 350's performance credentials, Draftfcb Johannesburg's team of executive creative director Gareth Paul, art director Christopher Charoux and copywriter PJ Eales opted for sophisticated simplicity.
"With its contemporary styling and blatant power, the Lexus IS 350 plays a pivotal role in the brand portfolio; these qualities appeal to a younger buyer giving us the opportunity to convert them to the brand and then build their loyalty so that they continue to drive a Lexus as they mature," said Mallett.
The campaign clearly sets the IS 350 apart from other models in the range, including the popular IS 250, by highlighting its performance credentials and equating them to an upwardly mobile executive's lifestyle and career path. Tone, style and production quality also mirror the brand's luxury status.
Print executions are appearing in Men's Health
, Destiny Man
, Financial Mail
, SA Rugby
, Sports Illustrated
, Speed and Sound
, Business Day
supplement, Car Magazine
and Top Gear
while 20-second and 30-second spots feature on Kaya United stations, Capricorn FM, Jacaranda, Split (Nelspruit), ECR Radmark, Highveld 94.7, KFM, Radio 702 and Cape Talk.