Lexus

For any of you who have ever gone through the frightening experience of accidentally dozing off while behind the wheel, this spot is for you. It’s promoting a feature available on new Lexus models called the “Driver Attention Monitor” that senses whether or not the driver, i.e. YOU at 11PM, is paying attention. If it thinks you may not be focusing on the road as well as your mother would hope you were, it signals a small alarm that was designed to wake you if necessary.

The agency responsible for this campaign is Team One, El Segundo, where James Hendry is the Creative Director (Jon Pearce and Gavin Lester are Group CDs). Leah Bohl was the Agency Producer along with Jennifer Weinberg who was the Executive Producer.

Rob Groenwold directed this spot for Boxer, Los Angeles. Tobias Schliessler was the DP with Maelliosa Tiernan as the Line Producer. Pedram Torbati was the Editor along with Alfredo Ritta as the Assistant Editor. VFX Artist Simon Brewster from Brewster Parsons worked on this commercial along with his partner Darcy Parson (VFX Producer). Bob Gremore from Juice Studios was the Audio Mixer and Human Worldwide was the Sound Design Firm.

Here’s the latest from Lexus and Team One (El Segundo) reminding us that “The Best Way to Survive an Accident Is To Avoid One All Together.” How profound. And with the accompanying fx of having the accident scene airlifted away, leaving the driver and his car to continue their peaceful barbeque in the park, this commercial is another addition to the ‘odd’ pile for Lexus. Similar to their spot from last year, Lexus - The Missing ‘h’, it has great special effects but seems to be lacking in the creative focus dept.

This spot was directed by Rupert Sanders from MJZ with Sarah Elm as the Flame Artist for Mass Market. Eddie Kim was the sound engineer with 740 getting credit for the sound effects.

Here’s the latest spot from Team One (Los Angeles) for Lexus where we’re shown a strange world where the letter “H” has gone missing…. from the classroom to the keyboard, even on billboards. In typical Lexus fashion we have the deep, yet still soft spoken narrator explain that the letter H didn’t feel “unappreciated” but rather had just found a better place to live. That place being on the hybrid tag found on the back of the new Lexus line of “eco-friendly” automobiles. Rather than taking a “green” route to tout the car, they simply end with, “The Power Of h. The Lexus Hybrids.”

Personally I like this spot, but then again, I like most Lexus commercials. Hopefully their goal wasn’t to show just how off-centered the world would be if we were to all of a sudden be missing a letter in the alphabet (and thus inferring that the power of the letter is symbolic to the power of the car)….. because in this case they’d be far off from their mark. That aside it makes for an interesting commercial indeed.

Agency Producer for this commercial was Erin Finch (with Jack Epsteen as the Executive AP) and features Gavin Lester and Jon Pearse as the GCDs.

Dante Ariola directed the spot for MJZ with Toby Irwin as the DP. Andrea MacArthur did the post-editing with Rock Paper Scissors using A52 for the visual effects. Last but not least, Chris Brady from HUM takes credit for composing the soundtrack.