Attention

Lexus


Attacked in advertising, Lexus welcomes the attention and creates a campaign out of its competitors’ commercials.





No one compares themselves to the guy in second place. If you want to be the leader, you have to take on the leader. In the luxury SUV category, the vehicle everyone compares themselves to is the Lexus RX. In fact, the RX has recently been featured in many of its competitors’ commercials and print ads.

How do you respond to that kind of attention? Instead of playing their game, we welcome the comparison. Because if they’re talking about you, you must be doing something right. The center of the “Attention” campaign is our tv and online commercial, that comes along by multiple out-of-home and print motives.



Agency
Team One

Production
The Mill+

Post-Production
The Mill

Director
Andrew Proctor

Cinematographer
Pete Konczal

Editor
Victor Jory

VFX
Martin Karlsson
Monique Espinoza

Music
Gareth Williams

Colorist
Gregory Reese



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