2011 Winners & Shortlists

Brief Explanation

Lexus Lexus has, since its launch in the Middle East, stood for quiet, comfortable, progressive luxury. This is what Lexus has always tried to demonstrate in its communications not just in the Middle East, but around the world. Now though, with consumers increasingly looking to be closer to the driving experience and not so removed from it, it became necessary to position Lexus as more of a drivers’ car, particularly given the new design direction of Lexus with the new LFA supercar launch in the Middle East and the all new ISF. The television commercial was created to speak to both current consumers of Lexus with the usual production cues, of comfort and quiet and also to introduce a new, younger audience to the design, engineering, power and performance of the new vehicles. This was reflected in the choice of music, a variation of Bjork’s It’s, Oh, so quiet, which starts off very gently and then halfway through the commercial, with the introduction of the new models, breaks into a much more up beat section of the tune.