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.”
CreditsClient 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.
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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