NOT-SO-CHEAP-THRILLS
The sports car category isn’t exactly immune to exaggeration and hyperbole. In creating a campaign for the Lexus Performance Line, we decided to embrace realism for a change and focus on the 99.9% of drivers who drive in regular, everyday conditions. When the lawyers wouldn’t let us take the cars into the real world and do anything interesting, we brought the real world to the track and unleashed hell.
SPORTS THRILLUSTRATED PARTNERSHIP
As a campaign extension, we partnered with Sports Illustrated and Clint Dempsey to create a custom content series we affectionately dubbed “Sports Thrillustrated.” After its run on SI.com and Lexus social channels, we turned the content we'd captured into a spot for broadcast.
Results: Saw 6x higher engagement metrics than normal Sports Illustrated benchmarks