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New Lexus F Performance Commercial Featuring the RC F

Lexus F Family

Lexus has released its first commercial featuring the new RC F coupe — here’s the full 60 second video:

The commercial is part of an initiative to familiarize consumers with the F performance brand — there’s also this new print ad (click for a larger image):

Lexus F Performance Print Ad

(It may be confusing for enthusiasts to see true F performance models together with the GS & IS F SPORT, but this is a campaign targeted at the general public — utilizing the RC F and LFA to sell more F SPORT models has been the plan all along.)

Read more about the new F Marketing Campaign

Comments
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  • C
  • April 7, 2014
I remember when they first announced the F moniker. A ludicrous amount of ppl laughed and came up with all sorts of puns. Now ppl can't get F'in enough.. hehe I think F is so badass! Whoever picked this letter is gangsta. Love it, it is very proper, very menacing badge.Now that grunt just need to keep showing up in all future F line up.
    L
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      Levi
    • April 7, 2014
    Agree, "F" is nice, like the F-word.
    L
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      Lexus Cohen
    • April 7, 2014
    The F is from the Fuji Speedway where the IS F was created.
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    Ayo DocMkize
  • April 7, 2014
I would say Lexus should have two separate commercial the First only featuring the F - Sport range , followed by the True F high peferfmance models i.e IS-F introduces the RC-F then topping it off with LFA coupe. Now that would have made much more sense both for the unware consumer and the current Lexus Enthusaist!
J
  • J
    Joshd
  • April 7, 2014
eh i'm not a fan of the ad.... I know they are trying to target the 30s+ males here, but to me it screams too much.
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    Black Dynamite
  • April 7, 2014
Not bad. Not bad..... BD
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    BOSS
  • April 7, 2014
The music is cool.
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    Mike DeLorca
  • April 7, 2014
Love it ! Glad to see the aggressiveness in the "F" line. I do agree with others, that the F Sport and true "F" High Performance Line needs more clarification to the general public. We all know the difference, but does the audience or the future LEXUS prospective buyer, know the difference ? One very positive aspect is that this only creates more pure LUXURY designation with the remaining Models. For those who do not want the Sport, the true softer full LUXURY line will be there for offering. This brand is going in the right diverse direction. More Models, more diversity.
J
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    Jay
  • April 7, 2014
They have some nice footage, but couldn't help but imagine how much better it would've been if they got the guy who was the voice of Lexus commercials in the 90's and early 2000's.
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    Erich Kerner
  • April 8, 2014
Lexus should build F models for both cars - the IS and GS - VERY quick..... i think that´s what the customers wonna see from Lexus in the near future.
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    Ayo DocMkize
  • April 8, 2014
Oh yeah I think there too much attention on the 7 deadly sin here, nothing was focusing on the actual cars.
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    leopard08
  • April 8, 2014
im sorry guys, when it comes to adverts. lexus is getting way too excited and desparate. there was no need to feature the none F models here "IS and GS". infact there is no need to even mention the f-sport. ppl should learn about f-sport at dealer shops and the ppl themselves will take the word to the streets. please lexus stop braging, it only makes you look desparate. F models yes we should know about them, keep the f-sport quiet, let customers descover them on their own
    B
    • B
      BlackDyanmiteOnline
    • April 8, 2014
    Lexus is redesigning their image, and looking to attract younger buyers. Excellent ad idea and branding, decent execution..... BD
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  • W
    Wenbo
  • April 10, 2014
I don't own a Lexus so I'm not familiar with the "F" model, however, Lexus isn't going to attract any new enthusiasts with this campaign. The commercial is incredibly confusing and waters down the brand.
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  • T
    TedZchicago
  • April 10, 2014
Brand dilution aside: If they only want to sell their cars to men...it's genius. On the other hand, like a lot of car ads, it turns off women because we just show up as accessories, trophies, sex object/substitute for car. When are they going to put women in the driver's seat of thee cool cars? Are men so threatened by a woman who can "drive"? Seems like it would be a sexy approach to both male and female consumers.
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    Simple Math
  • April 12, 2014
IS model is too small. LS is too big. GS is perfect, but only come with V6. Please make GS 460 or GS-F. Give Lexus enthusiast something to buy.
    F
    • F
      F Toy
    • April 15, 2014
    GS-F rumored to be in the works with twin-turbo version of IS-F (2UR GSE) 5 Liter V8....
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    Bruinman86
  • May 8, 2014
So who's the Blonde?
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    Steve
  • July 12, 2014
Funny, all Lexus commercials are freeze playback on Xfinity.com. Check out Comcast support forums. Commercials have been busted for month.
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    jake
  • September 15, 2014
looking for the commercial where the guy catches his girl with the a shirtless guy
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  • S
    steve
  • September 29, 2014
a performance mark of "F"...??? what is Lexus marketing dept thinking!?

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