2019 Lexus ES: A Product of Mastery
New campaign highlights the best design, technology and engineering Lexus has to offer in one refined sedan.
To launch the next generation of its bestselling sedan, Lexus has debuted a new national marketing campaign, “A Product of Mastery,” which showcases the performance and sophistication of the new 2019 Lexus ES.
Sporting a new coupe-like silhouette, artfully designed interior and dynamic driving capabilities, the 2019 ES boasts the most advanced technologies, including Lexus Safety System+ 2.0 standard and Amazon Alexa connectivity, enabling inside the vehicle and outside the vehicle integration. In a Lexus first, the ES will feature Apple CarPlay compatibility.
“The seventh-generation ES creates an entirely new feeling of amazing through craftsmanship and innovation in every detail,” says Cooper Ericksen, Lexus V.P. of Marketing. “The campaign highlights the provocative elegance behind every aspect of the all-new ES.”
Two national 30-second TV spots titled “Stolen” and “Why Bother” debuted Sept. 4. “Stolen” dramatizes the quest for mastery – taking the best of everything Lexus has to offer and executing it flawlessly. Featuring a high production, cinematic search for a “stolen” vehicle, the spot portrays the notion that Lexus has hijacked the best design, engineering and technology – from itself – to create a radically new product. “Why Bother” puts a magnifying glass on the ES, taking viewers through a series of striking close-up detail shots of the interior and body lines before revealing the full vehicle. The spot reinforces why one would commit to crafting something remarkable, noting, “When you want to create an entirely new feeling, the difference between excellence and mastery is all the difference in the world.”
A series of three “Products of Mastery” digital videos focus on elements of the new ES that took years of dedication to perfect – the meticulously crafted F SPORT driver’s seat, immersive Mark Levinson PurePlay Sound System and state-of-the-art 12.3” multimedia display. Running on paid social and digital this fall, the videos complement the general market spots by showcasing the individual features that make up the new ES.
To extend the reach of the campaign, original TV spots were created for Black, Hispanic and GLBT audiences, titled “Steal the Show,” “The Big Reveal,” and “First Date,” respectively.
The ES is on sale in dealerships now and is offered in three different styles, including the first-ever ES F SPORT and ESh with an all-new hybrid system.
