PRNewser FishbowlNY FishbowlDC GalleyCat TVNewser TVSpy LostRemote SocialTimes

Team One Posits Lexus F As ‘Temptation’

Team One runs through a list sins encouraged by the Lexus F performance line in their new spot, “Temptation.”

According to the 60-second spot, the Lexus F, “Provokes lust, unleashes wrath, incites envy, and elicits pride.” Absent are two of my personal favorites, sloth and gluttony, which Team One decided (understandably) don’t really do much to sell luxury performance vehicles. Greed is skipped over because they’re trying to get people to shell out a lot of money for a car here.

The spot, slickly produced by RSA, does a better job of tying the vehicle to certain sins than others. Lust is embodied by a couple making out in the rain, after which the Lexus F happens to exit a garage, not doing much to show how it “provokes lust.” Oh wait, it’s because the guy stops making out for a second to check out the Lexus F. Ugh. The rest of the sins are dealt with a bit better, with “unleashes wrath” tied not to actual anger but the car’s power, and envy and pride dealt with in more obvious ways. Perhaps most importantly, “Temptation” makes the Lexus F look good, even if its concluding line, “Temptation comes in many heart-pounding forms, but only one letter” is a bit weak. Stick around for credits after the jump.

Credits
Title: “Temptation”
Client: Lexus

Agency: Team One
Product Name: F Performance Line
Product Year: 2015
Chief Creative Officer: Chris Graves
Group Creative Director: Craig Crawford
Agency Assoc. Creative Director, Copywriter: Eric Arnold
Agency Creative Director: Jesse Blatz
Agency Senior Producer: Leah Bohl
Agency Executive Producer: Sam Walsh
Agency Account Executive: Eric Lessens
Agency Account Director: John CoelhoProduction Company: RSA
Director: Laurence Dunmore/Adrian Moat
Director of Photography: Brenden Galvin
Editorial Company: White House Post
Editor: Adam Robinson
Music Production Company: Robot Repair
Music Composer: Aaron Alden
Sound Design Company: Robot Repair
Sound Designer: The Robots
Mediabistro Course

Copywriting: Creative Ad Writing

Copywriting: Creative Ad WritingWork with a freelance copywriter to build your advertising portfolio and land more copywriting jobs! Starting January 12, Kim Taylor will teach you how to make a complete ad using graphics and photos, write strong headlines and body copy for various advertising media, work from a creative brief, and jumpstart your ad portfolio. Register now!