Lexus, the luxury automaker, launched a new marketing campaign for the Lexus 2021 IS Sport Sedan entitled “All In.” Lexus is connecting with an audience that embraces their passions fully by providing content that celebrates those who go “all in.” Rather than using actors in the ad campaign, Lexus cast micro-influencers who are synonymous with their unique areas of interest.
The campaign’s two national TV spots that have debut include:
2021 Lexus IS “Names”
2021 Lexus IS “Vanity Plates”
“Names,” moves quickly through people from different walks of life who introduce themselves by the names they’ve earned. The other ad spot, “Vanity Plates,” demonstrates just how far these enthusiasts will go to show off the obsessions that define them. To ensure connection with all consumers, unique ads were created to further explore the meaning of “all in” for Asian, Black, Hispanic and LGBTQ markets.
“Names” and “Vanity Plates” will air during primetime, special events and sports including NFL playoffs and NBA. Potential drivers and enthusiasts of Lexus will be able to ask their Google Assistant-ready devices about the new Lexus IS model to learn more about the vehicle’s latest technology, audio, performance and safety features, as well as link to nearby dealerships. The campaign also includes video, audio, connected speakers, print, social and display.
Additional media partnerships will roll out in the coming months. For more information on the new IS, visit https://www.lexus.com/models/IS.