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Posts Tagged ‘Par Ekberg’

Perhaps Guy Who Directed ‘Smack My Bitch Up’ Will Convince You to Buy a Lexus

From Team One and director Jonas Åkerlund (whose music video reel includes Prodigy’s “Smack My Bitch Up,” Blink 182′s “I Miss You,” and Madonna’s “Ray of Light”) comes a new campaign for the Lexus IS. As you can see, Lexus is really trying to market their new luxury sedan as a high-fashion, chique automobile, which strays a bit from the brand’s usual “Hey, you want a luxury car, but you don’t want to go nuts?” appeal. And, considering Åkerlund’s impressive resume, who better to pay a ton of money to make your product pop on TV?

Both “Crowd” and “Color Shift” succeed in that they’re flashy, somewhat dystopian depiction of urban wealth looks starkly different than any other car advertising you’ll see during commercial breaks. However, will consumers buy that Lexus is a brand that can adeptly align itself with fashionable, rebellious youth? Credits after the jump.

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Commonwealth Drives Out New Chevy Campaign During Grammys

John Cusack wants to know: “Why just go from A to B when imagination can take you everywhere?” It’s a valid question, especially coming from the guy who played Lloyd Dobler. Would  the boombox move from Say Anything exist with conventional thinking?

The tagline is the adspeak centerpiece of Commonwealth’s new Chevrolet campaign titled “Find New Roads.” The 90-second spot premiered last night alongside irresponsible tweets about Katy Perry‘s cleavage and Justin Timberlake‘s bad haircut. Chevy’s ad acts as a trailer for what’s to come, showing off the Volt, Spark, Sonic, Impala, and Stingray. There’s also a robotic pet dog and a doe interacting, which may be awkward symbolism for combining technology and nature, but we can just pretend that part doesn’t exist. The response thus far has been positive, and the ad already racked up a six-figure view count on Youtube.

It makes sense for Commonwealth to jump outside the box. The agency, which unites folks from Goodby and McCann, was born thanks to unconventional thinking from ex-GM CMO Joel Ewanick, who didn’t want to waste money on Super Bowl ad space. One could easily see “Find New Roads” debuting during last week’s game, but it didn’t have to compete with farmers and sloppy kissing noises. GM fired Ewanick last summer, but his auto agency and some of his ideas are still in play, apparently.

I guess he didn’t try the boombox move with GM’s senior leadership. Credits after the jump.

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