Lexus, Roddick Team for U.S. Open Promo
08-23-07, 12:38 AM
#1
Lexus Connoisseur
Thread Starter
Lexus, Roddick Team for U.S. Open Promo
August 22, 2007
By Gregory Solman
LOS ANGELES -- In conjunction with a new spot featuring Andy Roddick and its U.S. Open sponsorship, Lexus is hosting a "Virtual Tennis Open" for charity at New York’s Rockefeller Center in New York next month, offering the real grand prize of a Lexus IS F one-year lease.
The three-day tournament using the Nintendo Wii platform, which allows human interaction with a computer-generated tennis game, will benefit the Andy Roddick Foundation for neglected, abused and sick children.
"We created this event to bring the excitement of Flushing Meadows [site of the U.S. Open] to Manhattan," said Steve Jess, Lexus national marketing communications manager. "The Lexus Virtual Open at Rockefeller Center gives them the opportunity to get a taste of it and win a one-year lease on the same vehicle Lexus is awarding to the men's singles champion."
In "The Big Backup," a new spot breaking Saturday, Roddick is seen driving along a New York street when he is enticed by a yellow tennis ball into a high-performance chase, much of it backwards, using the car's rearview camera and accident-avoidance features, all the way to the U.S. Open court, where the ball comes to rest. There are 30- and 45-second executions, each ending with the familiar tagline, "The relentless pursuit of perfection."
Phil Joanou, via MJZ in Los Angeles, directed the spots. The spot was developed by Lexus agency Team One in El Segundo, Calif., with group creative directors Gavin Lester and Jon Pearce working under ecd Chris Graves.
The Torrance, Calif.-based division of Toyota spent $300 million on domestic ads in 2006, and $100 million through May 2007, per Nielsen Monitor-Plus.
Credit: Brandweek
By Gregory Solman
LOS ANGELES -- In conjunction with a new spot featuring Andy Roddick and its U.S. Open sponsorship, Lexus is hosting a "Virtual Tennis Open" for charity at New York’s Rockefeller Center in New York next month, offering the real grand prize of a Lexus IS F one-year lease.
The three-day tournament using the Nintendo Wii platform, which allows human interaction with a computer-generated tennis game, will benefit the Andy Roddick Foundation for neglected, abused and sick children.
"We created this event to bring the excitement of Flushing Meadows [site of the U.S. Open] to Manhattan," said Steve Jess, Lexus national marketing communications manager. "The Lexus Virtual Open at Rockefeller Center gives them the opportunity to get a taste of it and win a one-year lease on the same vehicle Lexus is awarding to the men's singles champion."
In "The Big Backup," a new spot breaking Saturday, Roddick is seen driving along a New York street when he is enticed by a yellow tennis ball into a high-performance chase, much of it backwards, using the car's rearview camera and accident-avoidance features, all the way to the U.S. Open court, where the ball comes to rest. There are 30- and 45-second executions, each ending with the familiar tagline, "The relentless pursuit of perfection."
Phil Joanou, via MJZ in Los Angeles, directed the spots. The spot was developed by Lexus agency Team One in El Segundo, Calif., with group creative directors Gavin Lester and Jon Pearce working under ecd Chris Graves.
The Torrance, Calif.-based division of Toyota spent $300 million on domestic ads in 2006, and $100 million through May 2007, per Nielsen Monitor-Plus.
Credit: Brandweek
08-23-07, 12:48 AM
#2
Lexus Connoisseur
Thread Starter
There will be 2 IS-F's at the US Open this year. They are the Ultrasonic Blue and Matador Red IS-F's we got to ride in at Laguna Seca (Monterey, CA) last Wednesday during the Lexus Ultimate Drive event. 
The cars were transported directly to New York shortly after our time with them.
The cars were transported directly to New York shortly after our time with them.
08-23-07, 05:36 AM
#3
Tech Info Resource
iTrader: (2)
Are those cars going to be used for EPA testing and (shudder) crash testing after they've done their marketing tasks?
08-23-07, 07:23 AM
#4
Lexus Connoisseur
Thread Starter
No, there are cars already being used for that purpose.
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