VISION OF LEXUS IS 300 APPEARING NATIONWIDE
By Adnews Staff
Television viewers across Canada will be catching a glimpse of the new Lexus IS 300 this week as a 30-second teaser spot for the new sports sedan begins running. The spot, called "Mirage," marks the return of Frank MacDonald, who first appeared in a series of Lexus television commercials last year. MacDonald's situation in each spot centered around his car breaking down and the fact that he was stranded on the highway. The new "Mirage" spot, from DCC Communications of Toronto, returns MacDonald to the deserted highway where he is still stranded and is hoping for a vehicle to pass. Covered in a combination of mud and sweat, MacDonald slowly begins to smile as he looks down the highway and sees a vehicle approaching. A series of camera angle shots and editing sequences are set to music and the Lexus IS 300 is revealed. The car stops in front of MacDonald where a beautiful female driver is revealed. As he walks toward the car, it vanishes into thin air and like a mirage, appears too good to be true. The teaser, running in both French and English, will be followed by the launch of an integrated national ad campaign June 19. Lexus is targeting a new generation of Lexus drivers with the introduction of the new IS 300. Keith McDevitt, account director, DCC Communications, explained tracking studies showed last year's commercials featuring MacDonald were the best-recalled Lexus campaign. The agency wanted to leverage that awareness in launching the IS 300 by creating the sequel.