Lexus looks to brand the letter F in new campaign

By Joe McCarthy

Toyota Corp.’s Lexus is reframing the “bold” dimension seen in the Design Disrupted campaign as an alter ego with its new multichannel effort for the F performance lineup.

The F lineup campaign centers on a commercial that showcases the RC F, LFA, IS F Sport and GS F Sport models in a series of vignettes that attempt to ascribe brand meaning to the letter “F.” Maintaining the frenetic energy of the Design Disrupted campaign, Lexus is able to achieve brand continuity and provoke the interest of younger consumers.

“During the past 25 years, Lexus worked very hard to develop an image of tremendous customer service combined with high-quality luxurious products,” said Brian Bolain, corporate manager of marketing communications of Lexus, Los Angeles.

“More recently, Lexus has systematically added a variety of products with notable handling and performance credentials,” he said.

“The current performance campaign celebrates these products and even hints at the all-new RC F that will arrive later this year.”

Fiery emotions
The “Temptation” television spot features the the four vehicles in different vignettes tied together with narration.

The four vignettes distill disruptive emotions in exaggerated situations. While making out with a woman in the rain, a man becomes lustful of a a blue RC F pulling out of a driveway.

A man stuck at a train crossing burns with ire at a white IS F Sport sitting on the other side of the train tracks.

A yellow LFA pulls past a limo drawing the envy of a man inside as his friends celebrate what looks like a bachelor party. Finally, a man swells with pride as he leaves his gray GS F Sport at the curb and two women join him to enter a building.

As the commercial changes scenes, a narrator with a robotic voice states that “F provokes lust,” “Unleashes wrath,” “Incites envy” and “Elicits pride.”

Lexus began airing the spot April 7 during primetime, late night, cable programs and network and cable sports.

F. The Performance Side of Lexus

Print, digital and out-of-home elements will further concentrate on imbuing the letter “F” with brand meaning. Print ads will appear in Sports Illustrated, Vogue and Motor Trend.

The brand will partner with Details for a VIP Coachella event.

Full-time motion video boards will appear in Times Square and DC Gallery Place. Other out-of-home ads will be placed in sports venues.

A heavy digital emphasis will take shape through content partnerships and paid media on high-traffic Web sites.