.

1. Creative Brief
Client: Lexus - Automotive Division
Situation Overview / Business Background: Lexus is connecting with an audience
that embraces their passions fully by providing content that celebrates those who go “all
in.”
Competitive analysis: The 2021 Audi A4 being one of the competitors of the 2021
Lexus IS does not have a ad campaign tailored to the Audi A4 itself but more so the
entire 2021 line.
Marketing Objective: The goal of the campaign is to equally, and authentically
celebrate those who fully embrace their passions, and to engage an audience that is
unapologetic about pursuing their unique interests. It features influencers and deep,
diverse media partnerships.
Client expectations: To demonstrate just how far these enthusiasts will go to show off
the obsessions that define them. By ensuring connection with all consumers, unique ads
were created to further explore the meaning of “all in” for Asian, Black, Hispanic and
LGBTQ markets.
Target Audience: The target market are younger buyers who are seeking a
contemporary and dynamic take on luxury driving. They’re interested in brands that are
still edgy and relevant, but they require a more refined experience. With the Lexus 2021
IS launch, the campaign intentionally is trying to attract younger, more connected and
creative consumers to Lexus.
Current Beliefs: The customer believes they are one of kind, and like no other but at
the same time they think they are possibly misunderstood or don’t fit in, or they are too
“different”. The perception that they are not adequate enough need to change. The
customer must realize they are the most fierce and authentic generation yet.
Key Net Take-Away: Lexus Is on the Hunt for Younger, More Diverse Customers.
Reasons To Believe: Rather than casting actors, the campaign features eight micro-
influencers. “Vanity Plates,” demonstrates just how far these enthusiasts will go to show
off the obsessions that define them. To ensure connection with all consumers, unique
ads were created to further explore the meaning of “all in” for Asian, Black, Hispanic and
LGBTQ markets.
Reasons to buy: The 2021 Lexus IS, is equally authentic and celebrates those who fully
embrace their passions.

2. Market advantages: 1. A Good Amount of Power - The GX uses a V8 engine that has
a displacement of 4.6 liters. 2. The Right Size - Many consumers need larger vehicles
so they can accommodate passengers, cargo, or both. 3. Pick a Favorite Configuration
- The Lexus GX can either come with a bench or captain's chairs in its middle row. 4.
Can Be Used for Hauling Cargo - More than just a SUV that looks the part, the GX is a
sturdy, strong vehicle. 5. Cabin Is Sophisticated - It goes without saying that consumers
would expect a Lexus to be nicely appointed. 6. Exterior Look Can Be Enhanced - All
trims of the GX come with illuminated running boards and premium LED headlights. 7.
Prioritizing Safety - Lexus has made a conscious effort to keep people safe in its
vehicles. 8. Go Off-Roading - The standard configuration of the Lexus GX is pretty
solid. 9. Navigation Available on Every Trim - Navigation is a sought-after component.
10. "Enform" Will Inform Drivers - Lexus uses Enform technology. This allows people to
access certain mobile apps through the screen in the vehicle.
Communications Elements: The media components that will be used in this
advertising effort will be print ads, flyers, bumper stickers, social media and other
tangible media assets.
Geography / Markets: Will air during primetime, special events and sports including
NFL playoffs and NBA. 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 link to
nearby dealerships.
Timing: Campaign will Launch Jan 2021 throughout March.
Media: Print, Audio, Video, Social Media, Radio

3. Target Persona 1 - Ryan W.
NAME: RYAN W.
AGE: 23
ETHNICITY: WHITE
LOCATION: ATLANTA, GA
EDUCATION: BACHELOR’S DEGREE
CAREER: HIGH SCHOOL TEACHER
INCOME: 50,000
FAMILY: SINGLE
VEHICLE: TOYOTA
DIET: PESCATARIAN
CONSUMER HABITS: Apple, Starbucks,
Best Buy
SOCIAL MEDIA USAGE: Tiktok, Instagram,
Facebook
Ryan Willis currently lives in Atlanta, GA. He
recently graduated from Georgia State
University with a B.A. in Literature and has
obtained a job as a high school teacher that he
absolutely loves. Ryan enjoys social media,
especially tiktok to keep up with the latest trends
so he’s always hip with his students. Any apple
product you can think of he has it. His Starbucks
barista knows exactly what he wants and what
time he will be stopping in to place and order.
He is single and lives alone and loves to take
nice rides on the highway with wind blowing in
his hair on the way to a nice seafood dinner.
Ryan has been driving a 2007 Toyota Camry
and wants to stay within the Toyota family but is
seeking more of a luxury vehicle to go along
with his new career and as a graduation gift to
himself. He knows Lexus is the more luxurious
brand of Toyota.

4. Target Persona 2 – Jordan R.
NAME: JORDAN R.
AGE: 28
ETHNICITY: BLACK
LOCATION: CHAROLETTE, NC
EDUCATION: DOCOTORATE DEGREE
CAREER: FAMILY MEDICINE DOCTOR
INCOME: 160,000
FAMILY: WIFE, 2-YEAR-OLD SON, 4-
YEAR-OLD GOLDEN RETRIEVER
VEHICLE: BMW 3 SERIES, TOYOTA
CAMRY
DIET: REGULAR AMERICAN
CONSUMER HABITS: NIKE, RUTH
CHRIS, TARGET
SOCIAL MEDIA USAGE: FACEBOOK,
INSTAGRAM, TWITTER
Jordan Robison is a Charlotte, NC native. He
married his high school sweetheart Kandace and
they have been married for the past 8 years.
They have a two-year-old son name Jasir and 4-
year-old Golden Retriever named Romeo.
Jordan loves his family dearly and takes pride in
being the bread winner for his family. He earned
his doctorate and North Carolina A&T
University and became a Family Medicine
Doctor. It’s no surprise at all to see Jordan in
Nike attire on his off days and the family loves
to stop at Target any chance they get. Jordan is
in the market for a new vehicle as his BMW is
giving problems and he sees Lexus as the next
best thing if not better. His wife currently dries a
2018 Toyota Camry which motivates Jordan to
get rid of BMW for Lexus.

5. Target Persona 3 – Jacquelyn M.
NAME: JACQUELYN M.
AGE: 33
ETHNICITY: LATINO
LOCATION: HOUSTON, TX
EDUCATION: BACHELORS DEGREE
CAREER: PROBATION OFFICER
INCOME: 65,000
FAMILY: MARRIED (LGBTQ) NO KIDS
VEHICLE: LEXUS (OLDER MODEL)
DIET: VEGETARIAN
CONSUMER HABITS: BATH AND BODY
WORKS, TJ MAXX, TRELLIS SPA
SOCIAL MEDIA USAGE: FACEBOOK,
INSTAGRAM
Jacquelyn Michelle is happily married to her
lovely wife Angela. They have been married for
4 years and have no kids and do not plan to
adopt but are looking into other options for
pregnancy within the next 5 years. Jacquelyn
and Angela currently live in Houston, TX and
are both vegetarians. Jacquelyn has a career in
criminal justice as a probation officer. Bath and
body works and a local spa named trellis are
here go to places of business that she adores and
finds a peace of mind. Jackie is passionate and
determined at all times. At the moment she has
a 2012 Lexus and is looking to upgrade ASAP!

6. Title: Names / Vanity Plates
Campaign: “ All In ”
Brand: Lexus
CAMPAIGNRESEARCH
JARROD D. WATTS . JAN 12 2021 . ADVE 709-A02
1

7. - Title: Names / Vanity Plates
- Agency: Team One, USA
- Campaign: “ All In ”
- Posted: Jan 2021
- Media Type: TV Commercial
- Length: 46 Sec
LEXUS 2021 ISSneakerhead, audiophile, fashionista, gamer…. These people are “All iIn” on their passions. In a new marketing
campaign for the Lexus 2021 IS, the automaker celebrates its own obsession: an unapologetically pure sport
sedan. Entitled “All In,” the new campaign engages an audience that’s just as unapologetic about pursuing their
unique interests. It features in
fl
uencers and deep, diverse media partnerships.
2

8. CAMPAIGN EXECUTION
- Social Media / Instagram Post -
“The IS customer is our youngest, most
fi
ercely 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.”
3

9. CAMPAIGN EXECUTION (CONT..)
- TV Commercial / YouTube Video -
The
fi
rst campaign spot, “Names,” moves quickly through people from di
ff
erent walks of life who introduce themselves by the names they’ve earned—be it
sneakerhead, gamer or audiophile.
4

10. EXTENDED CAMPAIGN IDEAS
• Epic Race. Lexus partnered with MotorTrend for an epic race
between race car driver Rhys Millen and downhill skater Josh
Neuman at speeds of over 70 MPH on Malibu’s legendary
Deer Creek Road. The series debuts today.
• Travel In
fl
uencer. Lexus is partnering with Courageous
Studios, CNN’s brand studio, to produce a documentary-style
campaign that follows Ugandan-American photographer,
self-proclaimed geography nerd and travel expert Jessica
Nabongo. The
fi
rst black woman to visit every country in the
world, Jessica’s story unfolds as she approaches her next
milestone: seeing every state in the U.S. The campaign will
be distributed via CNNgo in February.
• Fantasy Football. Last Fall, Lexus worked with Yahoo to
create dynamic banners on the Yahoo Fantasy Football web
site that leverage the players’ stats to serve custom ads to
fans engaging in their passion.
-
“Names” and “Vanity Plates” will air during primetime,
special events and sports including NFL playo
ff
s and
NBA. 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 link to nearby dealerships.
The campaign also includes video, audio, connected
speakers, print, social and display.
CAMPAIGN EXECUTION
5

11. 6

12. Client: Lexus - Automotive Division
Situation Overview / Business Background:
Lexus is connecting with an audience that
embraces their passions fully by providing
content that celebrates those who go “all in.”
Competitive analysis: The 2021 Audi A4 being
one of the competitors of the 2021 Lexus IS
does not have a ad campaign tailored to the
Audi A4 itself but more so the entire 2021 line.
Marketing Objective: The goal of the campaign
is to equally, and authentically celebrate those
who fully embrace their passions, and to engage
an audience that is unapologetic about pursuing
their unique interests. It features in
fl
uencers and
deep, diverse media partnerships.
CREATIVE BRIEF
JARROD WATTS - JAN 12 2021
7

13. Client expectations: To demonstrate just how far these enthusiasts will go
to show o
ff
the obsessions that de
fi
ne them. By ensuring connection with
all consumers, unique ads were created to further explore the meaning of
“all in” for Asian, Black, Hispanic and LGBTQ markets.
Target Audience: The target market are younger buyers who are seeking a
contemporary and dynamic take on luxury driving. They’re interested in
brands that are still edgy and relevant, but they require a more re
fi
ned
experience. With the Lexus 2021 IS launch, the campaign intentionally is
trying to attract younger, more connected and creative consumers to Lexus.
Current Beliefs: The customer believes they are one of kind, and like no
other but at the same time they think they are possibly misunderstood or
don’t
fi
t in, or they are too “di
ff
erent”. The perception that they are not
adequate enough need to change. The customer must realize they are the
most
fi
erce and authentic generation yet.
Key Net Take-Away: Lexus Is on the Hunt for Younger, More Diverse
Customers.
Reasons To Believe: Rather than casting actors, the campaign features
eight micro-in
fl
uencers. “Vanity Plates,” demonstrates just how far these
enthusiasts will go to show o
ff
the obsessions that de
fi
ne them. To ensure
connection with all consumers, unique ads were created to further explore
the meaning of “all in” for Asian, Black, Hispanic and LGBTQ markets.
CREATIVE BRIEF (CONT….)
JARROD WATTS - JAN 12 2021
8

14. Reasons to buy: The 2021 Lexus IS, is equally authentic and celebrates those who
fully embrace their passions.
Market advantages: 1. A Good Amount of Power - The GX uses a V8 engine that has
a displacement of 4.6 liters. 2. The Right Size - Many consumers need larger
vehicles so they can accommodate passengers, cargo, or both. 3. Pick a Favorite
Con
fi
guration - The Lexus GX can either come with a bench or captain's chairs in its
middle row. 4. Can Be Used for Hauling Cargo - More than just a SUV that looks
the part, the GX is a sturdy, strong vehicle. 5. Cabin Is Sophisticated - It goes
without saying that consumers would expect a Lexus to be nicely appointed. 6.
Exterior Look Can Be Enhanced - All trims of the GX come with illuminated running
boards and premium LED headlights. 7. Prioritizing Safety - Lexus has made a
conscious e
ff
ort to keep people safe in its vehicles. 8. Go O
ff
-Roading - The
standard con
fi
guration of the Lexus GX is pretty solid. 9. Navigation Available on
Every Trim - Navigation is a sought-after component. 10. "Enform" Will Inform
Drivers - Lexus uses Enform technology. This allows people to access certain mobile
apps through the screen in the vehicle.
Communications Elements: The media components that will be used in this
advertising e
ff
ort will be print ads,
fl
yers, bumper stickers, social media and other
tangible media assets.
Geography / Markets: Will air during primetime, special events and sports including
NFL playo
ff
s and NBA. 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 link to nearby dealerships.
Timing: Campaign will Launch Jan 2021 through out March
Media: Print, Audio, Video, Social Media, Radio
CREATIVE BRIEF (CONT….)
JARROD WATTS - JAN 12 2021
9

15. NAME: RYAN W.
AGE: 23
ETHNICITY: WHITE
LOCATION: ATLANTA, GA
EDUCATION: BACHELORS DEGREE
CAREER: HIGH SCHOOL TEACHER
INCOME: 50,000
FAMILY: SINGLE
VEHICLE: TOYOTA
DIET: PESCATARIAN
CONSUMER HABITS:
SOCIAL MEDIA USAGE:
TARGETPERSONA 10

16. NAME: JORDAN R.
AGE: 28
ETHNICITY: BLACK
LOCATION: CHAROLETTE, NC
EDUCATION: MASTERS DEGREE
CAREER: FAMILY MEDICINE DOCTOR
INCOME: 160,000
FAMILY: WIFE, 2 YEAR OLD SON, 4 YEAR OLD
GOLDEN RETRIEVER
VEHICLE: BMW 3 SERIES, TOYOTA CAMRY
DIET: REGULAR AMERICAN
CONSUMER HABITS:
SOCIAL MEDIA USAGE:
TARGETPERSONA 11

17. NAME: JACQUELYN M.
AGE: 33
ETHNICITY: LATINO
LOCATION: HOUSTON, TX
EDUCATION: BACHELORS DEGREE
CAREER: PROBATION OFFICER
INCOME: 65,000
FAMILY: MARRIED (LGBTQ) NO KIDS
VEHICLE: LEXUS (OLDER MODEL)
DIET: VEGETARIAN
CONSUMER HABITS:
SOCIAL MEDIA USAGE:
TARGETPERSONA 12

18. S.W.O.TANALYSIS
- Leaning toward the younger generation as the main consumers.
- Appealing to all demographics and including all avenues/walks of life.
- Vibrant colors and high energy of the ads.
- Brand loyalty can be earned from targeting a younger demographic
- Limited media assets
- Weak advertising
- Not enough media posts tailored to the actual theme of the campaign
- Collaborations with other notable figures within the millennial age group
- Define brand identity
- Create more campaign awareness
- The Audi A4 o
ff
ers all wheel drive, free of charge/package upgrade
- Similar vehicles within the BMW and In
fi
niti brands
- Focusing on the younger generation/customers
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
13

19. GET THE STRATEGICALLY IMPORTANT YOUNGER CONSUMER TO
BE THE YOUNGEST AND MOST DIVERSE BUYER IN THE LEXUS
FAMILY BY LEVERAGING PASSIONATE CREATIVES, ONLINE
INFLUENCERS, DIVERSE MEDIA PARTNERSHIPS AND EQUALLY/
AUTHENTICALLY CELEBRATING THOSE WHO FULLY EMBRACE
THEIR PASSIONS AND UNIQUE INTERESTS. BECAUSE EVERYONE
SHOULD BE ABLE TO GO ALL IN FOR THEIR PASSION AND OF
14

20. BRANDARCHETYPE
15

21. CAMPAIGNSTRATEGY:2021LEXUS“IS”
TO STRETCH/EXTEND THE DEFINITION OF “YOUNG” BY TARGETING THE BRAND’S YOUNGEST AND MOST DIVERSE
AUDIENCE YET BY LEVERAGING PASSION-REFERENCING CREATIVE, ONLINE INFLUENCERS AND DIVERSE MEDIA
PARTNERSHIPS.
CREATE STRONG BRAND RECOGNITION AND BRAND LOYALTY AMONGST MILLENNIALS THROUGH HEAVY SOCIAL
MEDIA PRESENCE BY PRODUCING AN ABUNDANCE OF DIGITAL MEDIA WHERE YOUNG BUYERS PURSUE CONTENT,
WITH UNIQUE PLACEMENTS, DIGITAL/PRINT AD’S AND PARTNERSHIPS. THE STRATEGY WILL INTERN HELP THE
BRAND TO BRAND DEEPLY AROUND LIFESTYLE ACTIVITIES AND PASSIONS.
16