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Lexus: Names

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Sneakerhead, audiophile, fashionista, gamer, these people are “all in” on their passions. In a new marketing campaign breaking today for the Lexus 2021 IS, the automaker celebrates its own obsession: an unapologetically pure sport sedan. Entitled "All In," the new campaign engages an audience that’s just as unapologetic about pursuing their unique interests. It features influencers and deep, diverse media partnerships. Rather than casting actors, the campaign features eight micro-influencers. The first spot, “Names,” moves quickly through people from different walks of life who introduce themselves by the names they’ve earned—be it sneakerhead, gamer or audiophile. Another spot, “Vanity Plates,” demonstrates just how far these enthusiasts will go to show off the obsessions that define them. To ensure connection with all consumers, unique ads were created to further explore the meaning of “all in” for Asian, Black, Hispanic and LGBTQ markets. “Names” and “Vanity Plates” will air during primetime, special events and sports including NFL playoffs and NBA. Potential drivers and enthusiasts of Lexus will be able to ask their Google Assistant-ready devices about the new Lexus IS model to learn more about the vehicle’s latest technology, audio, performance and safety features, as well as link to nearby dealerships. The campaign also includes video, audio, connected speakers, print, social and display.
Credits Other credits

Copywriter “Names”: Luke Rolof

Art Director “Names”: Adam Bright

ACD - Copywriter “Vanity Plates”: Charlie Stephenson

ACD - Art Director “Vanity Plates”: Steve Hanlon

Associate Director of Content: Leah Bohl

Account Director: Amy Oars

Account Executive: Ashly Amey

Account Supervisor: Nate Giddings

President: Julie Michael

Business Affairs Manager: Jessica Solorzano

Project Manager: Laura Schluckebier

Director of Content: Sam Walsh

Sr. Product Insights Manager: Mike Shin

Music Supervisor: Neil Cleary

Line Producer: Rhonda Vernet

Editorial Company: Cabin

Editor: Issac Chen

Executive Producer: Liz Lydecker

Owner/EP: Carr Schilling

Post Producer: Michelle D

Post Production Company: A52

Flame Artist – Andy McKenna

Post Producer – Maura

Executive Producer – Patrick Nugent

Telecine: Co. 3

Colorist: Dave Hussey

Music track: Ebo Taylor Band “Children Don’t Cry”

Recording Studio: Margarita Mix

Sound Mixer: Bob Gremore

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