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Lexus to Launch Global Marketing Campaign in May

Lexus IS Grille Pattern

Lexus will be launching a new global advertising campaign in May — from Automotive News:

[Lexus USA VP of Marketing Brian] Smith declined to provide details about the creative work. However, while the spots will show various Lexus products, they will almost be secondary figures, he said.

The theme of the global campaign will be more unifying. While individual markets will maintain some product and ad independence, the brand campaign will be uniform across all markets, Smith said.

“The point of the brand campaign will be what we see on the screen, not so much words or language,” Smith said. “It will be visual and impactful.”

With every region becoming more active in social media, unifying the marketing message worldwide is a necessary step for Lexus — it adds global consistency and (I imagine) means a much bigger budget. Looking forward to seeing the result in May.

[Source: Automotive News]

  • B
  • March 13, 2013
Expect the all-new Lexus IS to be the centerpiece, as it arrives this summer..... BD
    • J
    • March 13, 2013
    Good point.  I just hope they don't use that mirror/kaleidoscope effect like the USA ad for the ES... i feel stoned watching that ad :p 
  • M
    Mike DeLorca
  • March 13, 2013
LEXUS is really diligent at work in so many avenues of branching out to be the Global Brand it is meant to be.........I am so glad to see the menacing, aggressive attack on the Global Market taken in new advertising, product and quality standards of late......Keep up the great work LEXUS !   If the non-believers in LEXUS would drive and own for their first time, then there is no going back !!!!! That is the largest market to capture. since the loyal, devoted enthusiasts are already hooked and stay true to the Brand.    Look out...the future is very bright for LEXUS !
  • F
  • March 14, 2013
It's not fair.. Lexus is a genuine luxury brand In Europe, Mercedes, BMW & Audi have equivalents to the Camry, Corolla, Civic & Accord Most of the Mercedes, BMW & Audi sold are much cheaper than Lexus So how will Lexus compete??
    • P
    • March 14, 2013
     I agree with u...Lexus must fast have more engine choises and a smaller RX.. And of course a wagon for the New IS and for the Gs.....Like you say,  most of the models from the Germans sells with small engines and little equippment, but Lexus is very expensive with big engines and much equippment..