This understated spec spot opens on a home that is a study in high-tech/stylishly modernistic architecture. Parked in the driveway is a sharp-looking Lexus ES 300.
A neatly attired, seemingly well-to-do young man emerges from the house, gets into the back seat of the Lexus and starts to read a newspaper. Peering through the side windows and front windshield, the camera shows us the man relaxing in the car. We also get an eyeful of the upscale surroundings and the vehicle itself nestled in this peaceful neighborhood. Birds chirp tranquilly in the background.
The man continues to peruse his newspaper. All is well—but then he pauses, sensing something is amiss. He checks his watch, and looks to the driver’s seat of the Lexus, which is empty. The sight unsettles him, and the guy looks perplexed as the spot cuts to a shot of the Lexus in the driveway.
A small, unobtrusive super at the top of the screen explains the man’s bewilderment: "Everything but the chauffeur. The new ES." The Lexus logo appears at the end of the super.
Done on a budget of some $5,000, this :30 was directed by Dylan Goss, who’s currently seeking representation. Looking to build his reel, the Los Angeles-based helmer enlisted the support of a creative duo—art director Tito Melega and copywriter Josh Stern—at Lexus’ agency, Team One Advertising, El Segundo, Calif. Melega and Stern both also served as creative directors on the spot.
Line producer on the job was Nicole Sullivan. The spot was shot by DP Steven Finestone.
"Driver" was cut by Alycia Daniels of Nomad Editing Co., Santa Monica. Online editor was Verdi Sevenhuysen of R!OT Santa Monica. Colorist was Bob Curreri of The Syndicate, Santa Monica. Audio mixer was Mitch Dorf of POP Sound, Santa Monica.
Sound designers were Francois Blaignan and Farrah Tampoya, also of Nomad.
