To celebrate a new brand era and introduce its new global tagline (“Experience Amazing”), Lexus will feature the Lexus LC performance coupe and redesigned Lexus LS luxury sedan in a spot slated to run during the Super Bowl.
Titled “Man & Machine,” the commercial features dancer Lil Buck and the latest single from Sia, “Move Your Body.” The spot parallels the relationship between the shapes and movements of the human form and the power and athleticism of Lexus’ most premium models. Minnie Driver debuts as the new voice of Lexus.
“Man & Machine” was directed by Jonas Åkerlund of Serial Pictures for agency Team One.
Client Lexus Agency Team One Chris Graves, chief creative officer; Kathryn Nyquist, creative director; Ryan DiDonato, associate creative director; Leah Bohl, sr. producer. Production Serial Pictures Jonas Akerlund, director; B Akerlund, styling. Postproduction Chimney Pot Talent Lil’ Buck Music Song: Sia’s “Move Your Body”
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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