Cannes Lions
TEAM ONE, El Segundo / LEXUS / 2008
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This campaign was to help move Lexus from 'refiner' to 'innovator'. Rather than talking about technology and showing sheet metal, each TV spot involves the viewer in vicarious experiences of an innovation (rather than technical explanations voiced over a pallette of sheet metal). “See Music” features musical artists listening to tracks they’ve chosen—not their own—inside a Lexus. They speak extemporaneously, eyes closed, about their visceral response to the lifelike sound created by Lexus’ digital sound engineering. Elvis Costello shares his experience of Beethoven’s Ninth, Diana Krall listens to jazz musician Oscar Peterson, and John Legend grooves to Nina Simone.
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