Lexus Leans on Influencers for IS Ad Campaign

All In

While the refreshed 2021 Lexus IS didn't exactly reinvent the wheel, it did bring about some rather attractive styling updates and the addition of some welcome tech. And now, Lexus is out in full force promoting its new sedan with an ad campaign called "All In" that uses eight different influencers who go "all in" on their respective passions.

Photos: Lexus

Young and Fierce

"The IS customer is our youngest, most fiercely authentic yet," said Lisa Materazzo, vice president of Lexus marketing. "The marketing campaign, like the new IS, is equally authentic and celebrates those who fully embrace their passions." The campaign features everything from a sneakerhead to a fashionista, gamer, and audiophile to demonstrate how diverse the new IS truly is.

Photos: Lexus

>>Join the conversation about the new IS getting social media exposure right here in the ClubLexus forum.

Names

Rather than casting actors, the campaign features eight micro-influencers. The first spot, called "Names," moves quickly through people from different walks of life who introduce themselves by the names they've earned - be it sneakerhead, gamer, or audiophile.  

Photos: Lexus

>>Join the conversation about the new IS getting social media exposure right here in the ClubLexus forum.

Vanity Plates

Another spot, "Vanity Plates," demonstrates just how far these enthusiasts will go to show off the obsessions that define them.  To ensure a connection with all consumers, unique ads were created to further explore the meaning of "all in" for Asian, Black, Hispanic, and LGBTQ markets.

Photos: Lexus

>>Join the conversation about the new IS getting social media exposure right here in the ClubLexus forum.

Primetime Airing

"Names" and "Vanity Plates" will air during primetime, special events, and sports including the NFL playoffs and NBA games. Potential drivers and enthusiasts of Lexus will be able to ask their Google Assistant-ready devices about the new Lexus IS model to learn more about the vehicle's latest technology, audio, performance, and safety features, as well as a link to nearby dealerships. The campaign also includes video, audio, connected speakers, print, social, and display.

Photos: Lexus

>>Join the conversation about the new IS getting social media exposure right here in the ClubLexus forum.

Natural Extension

This latest ad campaign is a natural extension of content put out by the luxury automaker recently, including "Epic Race," which features a showdown between race car driver Rhys Millen and downhill skater Josh Neuman, "Travel Influencer," which stars Ugandan-American photographer, self-proclaimed geography nerd, and travel expert Jessica Nabongo, and dynamic banners on the Yahoo Fantasy Football web site.

Photos: Lexus

>>Join the conversation about the new IS getting social media exposure right here in the ClubLexus forum.

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