CLIENT
Toyota Motor Sales, USA/Lexus RX 330.
PRODUCTION CO.
Anonymous Content,
Culver City, Calif.
Andrew Douglas, director/DP; Andy Traines, executive producer; Suzanne Hargrove, producer. "Boardroom" shot on location in Milan, Italy; "Auditorium" lensed on location in Lido, Italy; "Clean Room" shot in Torino, Italy; and "Test Track" helmed on location in Monza, Italy.
AGENCY
Team One Advertising,
El Segundo, Calif.
James Dalthorp, creative director; James Hendry, art director; Craig Crawford, copywriter; Jack Epsteen, executive producer.
EDITORIAL
Mad River Post, Santa Monica.
Michael Elliot, editor.
POST/VISUAL EFFECTS
A52, Los Angeles.
Rick Hassen, managing director; Darcy Leslie Parsons, executive producer; Scott Boyajan, producer; Simon Brewster, Inferno artist; Westley Sarokin, visual effects artist; Scott Johnson, Henry artist/online editor.
Company 3, Santa Monica.
Stefan Sonnenfeld, colorist.
AUDIO POST
Eleven, Santa Monica.
Jeff Payne, mixer.
MUSIC
Elias Arts, bicoastal.
Danny Hulsizer, composer, "Boardroom"; Michael Sherwood, composer, "Clean Room"; Jimmy Haun, composer, "Auditorium" and "Test Track"; Dave Gold, creative director; Ann Haugen, executive producer.
SOUND DESIGN
Eleven.
Jeff Payne, sound designer.
THE SPOT
Four :30s introduce the Lexus RX 330, with each ad featuring groups of people representing Lexus’ international competitors in England, Italy and Germany. In the teaser "Boardroom," a woman hurries into a meeting with an envelope. She hands one of the men the package, which contains photographs of the Lexus RX 330. He stands up and leaves the room. The voiceover states, "This April, Lexus will put the world on notice … again. The entirely new RX 330: It’s coming." In "Auditorium," footage of the RX 330’s technology is projected onto large screens, while a man points out the features to a group of assembled people. Suddenly, another man interrupts, stating, "Enough. So what do we do now?" "Clean Room" shows engineers inspecting the interior of the RX 330, impressed by what they find (leather seats, rear seat DVD entertainment system, power rear windows), as well as a rear-view camera on the back of the vehicle. And "Test Track" features the automobile being driven around a track, while two men watch high above the course. One of the men is awe-struck while the other appears annoyed. As the two men head down to the track, the irritated man winds up behind the wheel of the RX 330 after telling the driver to take his car home—again.
"Boardroom" began airing March 15; "Auditorium," "Clean Room" and "Test Track" broke April 1.
