Johan Stahl
Director at REVERSE
Vereinigte Staaten von Amerika
TitelOur Greatest Curiosity
Agentur
Kampagne Our Greatest Curiosity
Werbende Toyota Motor Corporation
Marke Lexus
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 10
Geschäftsbereich Autos
Philosophie Can you see with your ears? What emotion fits in the palm of your hand? Is it possible to outsmart fate? These are just a few of the questions Lexus poses in its new marketing campaign launching today. The campaign, called “Our Greatest Curiosity,” is a defining celebration of curiosity and the fascinating questions about humans that only Lexus asks, and therefore, only Lexus can answer.
“Thirty years ago, Lexus introduced its first vehicles to the world. The most important part of those cars, however, wasn’t the sheet metal, the engine or the technology,” said Lisa Materazzo, vice president of Lexus marketing. “It was the team of researchers who, in 1985, interviewed hundreds of consumers to understand them as humans: What moves them? What makes them tick? From the very beginning, our greatest curiosity hasn’t been the machine, it’s been the driver. It’s the inspiration for everything we do. From the products we craft to the dealership experience, it’s what makes us uniquely Lexus.”
So, can you see with your ears? You can, in a matter of speaking. A 15-second spot teases the question, and an online video explains that when a concertgoer closes her eyes, she can hear the locations of the drummer, guitarist and vocalist. Ordinarily, automotive sound systems are engineered much later in development, but Lexus and Mark Levinson audio engineers worked hand in hand from the beginning to craft a bespoke audio experience for the ES. With Mark Levinson PurePlay 3D audio technology, no matter where the driver and passengers are sitting in the ES, it sounds more like they’re at a live show.
The campaign is designed to celebrate, provoke and satisfy curiosity. A 60-second spot celebrates human curiosity with scenes of people indulging their curiosity in a wide variety of ways – listening to birds in the rain forest, painting on canvas in bold strokes, fearlessly diving off a cliff, exploring our solar system. A series of 15-second teaser spots start the conversation about Lexus’ specific curiosities using the familiar iconography of the search bar to introduce each question and provoke the curious to learn more about Lexus. Finally, curiosity is satisfied as the questions are answered online with long-form digital videos. Many of the spots close with the most interesting question of all: What amazing ideas will you inspire next?
The integrated media campaign for “Our Greatest Curiosity” will extend into 2020 and spans TV, streaming video, digital, social, alternative OOH (airports, gyms, elevators, cinemas), print and audio. The TV spots will air on network and cable sports, including the World Series, NHL, NFL, college football and English Premiere League, in addition to cable, prime time and late night programming. The campaign includes custom content sponsorships with NPR, Spotify, iHeartRadio and Hulu. Additional media extensions will roll out as the campaign progresses.
Medientyp Fernsehen
Länge
Markt Indien, Spanien
Mehr Informationen http://www.lexus.com/curiosity
Produktionsfirma
Kolorierung
Chief Creative Officer
Group Creative Director
Art Director
Texter
Texter
Art Director
Director of Content Production
Agency Producer
Director of Business Affairs
Leitung Musik
Management Supervisor, Product Insights
Product Insights Manager
Programmanager
Etatdirektor
Account Supervisor
Regisseur
Direktor Fotografie
Executive Producer
Produzent
Produktionsfirma
Redaktionsbüro
Cutter
Assistenzredakteur
Geschäftsführer
Editorial Company Executive Producer
Produktionsleitung
Senior Producer
Redaktionsbüro
Cutter
Cutter
Motion Graphics
Produzent Post-Produktion
Editor, Director of Post Production & VFX, Executive Producer
Executive Post Producer
VFX Creative Director
VFX Supervisor
VFX Executive Producer
Senior VFX Producer
On Set VFX Supervisor
Senior Flame Artist
Senior Flame Artist
Flame Artist
Flame Artist
Nuke Artist
Nuke Artist
Herstellungsleiter
Cleanup Lead
Clean up artist
Clean up artist
Clean up artist
Roto Lead
Roto Artist
Kolorist
Color EP
Color Producer
Associate Color Producer
Color Assist
Mix Company
Mixer
Assistant Mixer
Assistant Mixer
Assistant Mixer
Executive Producer, Mix
Spezialeffekte
Sounddesigner
SFX Producer
SFX EP
MUSIC Artist

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