The luxury automaker’s general market spot, “Split World,” makes its debut through mirrored images, a la a kaleidoscope. Architecture, cyclists, trees and bridges create an eye-catching and intriguing world as the vehicle is revealed from different angles that merge together.
The second general market ad, “Infinite Glances,” uses a dynamic infinite zoom to emphasize the ES’ ability to captivate again and again. As the viewer travels through an urban, bustling city filled with streetlights, pedestrians, cabs and cars it becomes apparent that every car is the new ES.
Three additional spots geared toward African-American, Hispanic and LGBT audiences will also air at launch: “Make your Mark,” “Future Unfolded” and “Mark of Pride,” reports Portada.
In Sports, Lexus will sponsor the ESPN Saturday Afternoon College Football Halftime Show. The sponsorship includes activations across online, mobile and tablet platforms.
See the Split World spot here:
Lexus has secured heavy primetime premiere schedules across ABC and NBC, as well as a local Emmys sponsorship in Lexus top markets. Broadcast spots started airing 9/10 night during primetime, late night, cable, network and cable sports, and spot TV. Additional sports broadcast packages include NFL, NHL and NCAA Football on ESPN.
The print campaign will be featured in Vanity Fair, Elle Decor and Sports Illustrated. Key out-of-home elements include full-motion video boards at DC’s Gallery Place metro and digital boards in New York City’s Times Square. Additionally, “Split World” will run in more than 1,500 movie theaters in 183 markets.