Lexus - "Our Greatest Curiosity"

Team One

Team One Los Angeles, Etats-Unis

33473

Marque: Lexus
Pays: Etats-Unis

Annonceur: Toyota Motor Corporation

Titre	Our Greatest Curiosity
Agence	Team One
Campagne	Our Greatest Curiosity
Annonceur	Toyota Motor Corporation
Marque	Lexus
Date de première diffusion/publication	2019 / 10
Secteur d'activité	Voitures
Philosophie	Can you see with your ears? What emotion fits in the palm of your hand? Is it possible to outsmart fate? These are just a few of the questions Lexus poses in its new marketing campaign launching today. The campaign, called “Our Greatest Curiosity,” is a defining celebration of curiosity and the fascinating questions about humans that only Lexus asks, and therefore, only Lexus can answer. “Thirty years ago, Lexus introduced its first vehicles to the world. The most important part of those cars, however, wasn’t the sheet metal, the engine or the technology,” said Lisa Materazzo, vice president of Lexus marketing. “It was the team of researchers who, in 1985, interviewed hundreds of consumers to understand them as humans: What moves them? What makes them tick? From the very beginning, our greatest curiosity hasn’t been the machine, it’s been the driver. It’s the inspiration for everything we do. From the products we craft to the dealership experience, it’s what makes us uniquely Lexus.” So, can you see with your ears? You can, in a matter of speaking. A 15-second spot teases the question, and an online video explains that when a concertgoer closes her eyes, she can hear the locations of the drummer, guitarist and vocalist. Ordinarily, automotive sound systems are engineered much later in development, but Lexus and Mark Levinson audio engineers worked hand in hand from the beginning to craft a bespoke audio experience for the ES. With Mark Levinson PurePlay 3D audio technology, no matter where the driver and passengers are sitting in the ES, it sounds more like they’re at a live show. The campaign is designed to celebrate, provoke and satisfy curiosity. A 60-second spot celebrates human curiosity with scenes of people indulging their curiosity in a wide variety of ways – listening to birds in the rain forest, painting on canvas in bold strokes, fearlessly diving off a cliff, exploring our solar system. A series of 15-second teaser spots start the conversation about Lexus’ specific curiosities using the familiar iconography of the search bar to introduce each question and provoke the curious to learn more about Lexus. Finally, curiosity is satisfied as the questions are answered online with long-form digital videos. Many of the spots close with the most interesting question of all: What amazing ideas will you inspire next? The integrated media campaign for “Our Greatest Curiosity” will extend into 2020 and spans TV, streaming video, digital, social, alternative OOH (airports, gyms, elevators, cinemas), print and audio. The TV spots will air on network and cable sports, including the World Series, NHL, NFL, college football and English Premiere League, in addition to cable, prime time and late night programming. The campaign includes custom content sponsorships with NPR, Spotify, iHeartRadio and Hulu. Additional media extensions will roll out as the campaign progresses.
Type de média	Télévision
Longueur	75 seconds
Marché	Inde, Espagne
Plus d'info	http://www.lexus.com/curiosity
Maison de production	REVERSE
Colorisation	MPC LA
Responsable de la création	Chris Graves
Directeur de création groupe	Craig Crawford
Directeur artistique	Patrick Dougherty
Concepteur / rédacteur	Jason Brady
Concepteur / rédacteur	Jason Whitehead
Directeur artistique	Bryan Davis
Director of Content Production	Sam Walsh
Producteur, agence	Sascha Peuckert
Director of Business Affairs	David Peake
Music Supervision	Neil Cleary
Management Supervisor, Product Insights	Joe Rigonan
Product Insights Manager	Vincent Scott
Directeur des programmes	Jamie Lau
Directeur de clientèle	Ben Allison
Chef de groupe	Monica Abbracciamento
Réalisateur	Johan Stahl
Directeur de la photo	Werner Maritz
Producteur exécutif	Thibaut Estellon
Producteur	Larry Gold
Production Service Company	Goodgate
Montage	Cut and Run LA
Monteur	Steve Gandolfi
Assistant Monteur	Moss Eletreby
Directeur Général	Michelle Eskin
Editorial Company Executive Producer	Amburr Farls
Responsable de la production	Annabelle Dunbar-Whittaker
Senior Producer	Jared Thomas
Montage	TOM Los Angeles
Monteur	Brendan Carney
Monteur	Sergio Maggi
Motion Graphics	Robert Johnston
Post-production Producer	Veronica Santana
Editor, Director of Post Production & VFX, Executive Producer	Bryan Cook
Executive Post Producer	Gina Grosso
VFX Creative Director	Rob Hodgson
VFX Supervisor	Rob Ufer
VFX Executive Producer	Karen Anderson
Senior VFX Producer	Bomyee Hwang
On Set VFX Supervisor	Naomi Anderlini
Senior Flame Artist	Alexandra Kolasinski
Senior Flame Artist	Sam Shiftlett
Flame Artist	Sean Anderson
Flame Artist	Kathleen Kirkman
Nuke Artist	Joshua Pena
Nuke Artist	Luis Artigas
Producteur délégué	Jagadish Radhakrishna
Cleanup Lead	Sugumar S
Clean up artist	prasanth palaparthi
Clean up artist	Abdullabeeb Kondachan
Clean up artist	Akhil K.P.
Roto Lead	Mahendra Reddy
Roto Artist	Ekanathan Kuppan
Coloriste	Mark Gethin
Color EP	Meghan Lang
Color Producer	Rebecca Boorsma
Associate Color Producer	Phoebe Torsilieri
Color Assist	Nate Seymour
Mix Company	Margarita Mix
Mixer	Bruce Bueckert
Assistant Mixer	Brian Frank
Assistant Mixer	Sean Melia
Assistant Mixer	Mike Murzyn
Executive Producer, Mix	Whitney Morris
Effets spéciaux	Squeak E. Clean Studios
Sound Designer	Drew Fischer
SFX Producer	Johanna Cranitch
SFX EP	Christina Carlo
MUSIC Artist	Kings Kaleidoscope