Why ruin your teeth when an unsuspecting passenger in a properly equipped automobile can preserve your pearly whites? This offbeat rhetorical question is played out in "Walnut," a Lexus sports car spec spot directed by Scott Gillen of Marina del Rey, Calif.-based Gillen Films for creatives at Team One Advertising, El Segundo, Calif.
The :30 opens on a Lexus being put through its paces on the road. Inside the automobile are two guys: the driver and the passenger sitting next to him. The latter is fast asleep, his head nodding forward. As the high-performance car quietly zips along, the camera reveals a bag of walnuts in the console between the car’s two front seats. The driver grabs a nut; he tries to crack it open with his clenched hand, then with his teeth—but to no avail.
Ever resourceful and fully aware of the options on his Lexus, the driver holds a walnut against the front passenger seat’s headrest, then hits the car’s turbo-boost control, generating a surge in acceleration that snaps back the dozing guy’s head and easily cracks the nut’s hard shell. Next thing you know, the driver is snacking on pieces of shelled walnut, his eyes focused on the road ahead. The passenger awakens a bit befuddled, rubbing the back of his head and looking suspiciously at the driver. He still isn’t quite sure what’s happened, but he knows that somehow he’s been had.
A voiceover interjects, "Feel the power. The Lexus IS 300 sport promise."
The spot concludes with a super of the Lexus logo and accompanying slogan—"The passionate pursuit of perfection"—against a black background.
Team One credits go to executive creative director Thomas Cordner, creative director/ copywriter Jeff Spiegel, associate creative director/art director Robert Prins and producer Beth Hagen.
The spot was one of the first helmed by Gillen since the recent formation of Gillen Films, Marina del Rey, Calif. (SHOOT, 3/29, p. 7). The shop was launched by executive producer Tony Busching for director/cinematographer Gillen. Busching also continues to serve as exec producer of Electric Avenue Films, Marina del Rey.
Busching and Electric Avenue executive producer Finn Myggen were the exec producers on "Walnut." Line producer was R. Ashley. Gillen shot the car footage, while DP Michael Bernard lensed the actor performance scenes.
The spot was cut by Jason Painter of Santa Monica-based Swietlik. Mike Cosola of Sight Effects, Venice, Calif., was the online editor/colorist. Audio mixer was Jimmy Hite of Margarita Mix de Santa Monica.
Sound designers were Hugh Barton and Sean Holt of Barton: Holt, Culver City, Calif.
At press time, Lexus’ agency Team One had pitched "Walnuts" to the client for possible air. Initial response from Lexus was favorable, with Gillen and colleagues waiting to see if, indeed, the spec spot will run on television.
This is the second Lexus spec ad helmed by Gillen for Team One creatives. The first was also featured in "The Best Work You May Never See" gallery (SHOOT, 3/10/00, p. 15). That spot, "REM," also dealt with the sleep cycle. In it, a Lexus owner is seen "sleep-driving"—moving up and down the walls and along the ceiling of his bedroom in the middle of the night—while his wife remains fast asleep in bed.
