For the Lexus IS-F, it's about speed, torque, high energy; for the Lexus IS250C it's about taking it easy, cruising, putting the top down. So the following sentiments are juxtaposed on their own billboards in close proximity: 'Molotov' and 'Cocktail', 'Quarter Mile' and 'Promenade', and 'Van Halen' and 'Cafe del Mar'.
"Contrasting two of your products is an unusual approach but one we believe will work well for the Lexus IS range because it's subtle and sophisticated; like the target market," said Draftfcb Johannesburg's Leon Moodley, who conceived the campaign together with executive creative director, Grant Jacobsen, and Erin Brooks.
The outdoor campaign - which also boasts a standalone building wrap at Melrose Arch for the IS250C - supports a 45-second commercial for the Lexus LS-F and a print campaign comprising a gatefold in Car magazine and posters in GQ, Sports Illustrated and Wanted. To view either the television commercial or a behind the scenes of the shoot, click on IS-F, select 'video' and then make the choice between the two.