Thursday, April 19, 2018
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Director Tim Damon, Team One Roll out "Lane Valet" For Lexus

By

Robert Goldrich
Thursday, Mar. 30, 2017

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The disclaimer at the end of the commercial is an eye opener, even if it is in small type: “Imaginary technology. Do not attempt. Duh.”

Tim Damon of Square Planet Media directed this spot which introduces us to a tongue-firmly-in-cheek innovation from luxury automaker Lexus--the Lane Valet. We see a guy cruising in his Lexus in the fast lane--only to be slowed down by a driver ahead who is going way too slow.

No problem. Our Lexus driver just deploys his Lane Valet technology which takes over the slow poke car and safely moves it over a lane, freeing the Lexus to zip along on its merry way.

This “imaginary” optional feature is being rolled out on all Lexus models on April 1, 2017, a.k.a. April Fools’ Day. This broadcast spot for Lane Valet--out of ad agency Team One--will air this Saturday (4/1) during the NCAA Men’s Final Four Game 2 on CBS, on Comedy Central and during an encore presentation of Saturday Night Live on NBC. 

Craig Crawford, group creative director at Team One, stated, “Team One loves problem-solving advertising messages, and Lane Valet is a contemporary solution to a known and relatable challenge. Broadcast placements show a commitment to innovation, and when you want to make a great car commercial you go to a great car director like Tim Damon.”

Credits

Client Lexus Agency Team One Chris Graves, chief creative officer; Craig Crawford, group creative director; Jon Ruppel, Tyler Doupe, creative directors; Brian Doyle, associate creative director; Pilar Leff, sr. producer; Laura Cray, Kevin Warnecke, associate producers; Bryan Cook, executive content producer; Gina Grosso, associate director of multimedia; Rob Johnston, motion graphics manager. Production Square Planet Media Tim Damon, director; Kendra Wester, exec producer.

Category of ScreenWork: 

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