Lexus Canada breaks Moments campaign
By Adnews Staff
Lexus Canada of Toronto has begun a new television advertising campaign called "Moments." The campaign, created by Toronto-based Dentsu Canada, consists of a 45-second launch commercial and two commercials specifically promoting the new Lexus IS. The first ad displays a series of images depicting moments in the lives of various people while a voiceover describes life as a collection of moments. The ad, in English and French, is airing nationally on TV and in theatres. "After an intense review of the luxury car market and the new luxury consumer, Dentsu and Lexus felt the Lexus message should be re-directed from building perfect automobiles to creating a customer experience that invites people to experience more perfect moments driving a Lexus," said Glen Hunt, creative catalyst at Dentsu Canada. This is the first campaign Dentsu has created for Lexus since regaining the account in July.