Lexus launches cinema campaign


Lexus has launched an innovative new cinema advertising campaign for the 2008 IS F luxury sedan in National CineMedia’s (NCM) FirstLook pre-feature program. Delivered through NCM’s Digital Content Network (DCN) – the largest digital in-theatre network in North America – FirstLook is currently seen on over 13,200 screens in AMC Entertainment, Cinemark USA, Georgia Theatre Company, Goodrich Quality Theaters, Kerasotes ShowPlace Theatres, Regal Entertainment Group and others nationwide.

This new Lexus 2008 IS F cinema campaign is the next phase of the IS F’s U.S. launch (which began in October 2007 with viral Internet and PR), and is intended to introduce the car to a wide audience of automotive enthusiasts coinciding with the vehicle’s arrival at Lexus dealerships nationwide. The campaign is comprised of six 15-second spots, each posing the “What is F?” question with answers focused on key attributes of the IS F – “F is a 170 mph top speed;” “F is 0-60 in 4.6 seconds;” “F is shifting in 0.1 seconds,” “F is Precision Braking by Brembo,” “F is Commanding Performance,” and “F is Beauty within the Beast.”

FirstLook is a digital entertainment and advertising pre-feature program showcasing content from A&E Television Networks, Discovery Communications, NBC, Sony Pictures Entertainment, Turner Broadcasting System, Universal Studios, Walt Disney Studios Home Entertainment and Warner Bros. along with national and local advertising.