Lexus Film Why Bother by Team One Los Angeles

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Why Bother

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Industry SUV & Four Wheel Drive
Media Film
Market United States
Agency Team One Los Angeles
Chief Creative Officer Chris Graves
Creative Director Javier Torok, Geoff Vreeken, Jason Stinsmuehlen
Art Director Ryan Davis
Copywriter Jason Whitehead
Production Skunk
Director Ben Strebel
Released September 2018

Credits & Description

Chief Creative Officer: Chris Graves
Group Creative Director: Jason Stinsmuehlen
Copywriter: Jason Whitehead
Art Director: Ryan Davis
Executive Producer: Sam Walsh
Producer: Sascha Peuckert
Music Supervisor: Neil Cleary
Group Account Director: Joel Dons
Account Director: Amy Oars
Account Executive: Chris Loughlin
Senior Project Manager: Erica Hara
Director of Business Affairs: David Peake
Business Affairs Manager: Nadia Estrada
Associate Business Affairs Manager: Natalie Pranevsky
Management Supervisor, Product Insights: Joe Rigonan

Director: Ben Strebel
President: Matt Factor
COO/Executive Producer: Shelly Townsend
Executive Producer/Head of Production: Jeanne Stawiarski
Producer: Scott Craig
Director of Photography: Paul Cameron

Executive Producer: CL Weaver
Post Producer: Michael Miller
Editor: Conor O’Neill
Assistant Editor: Rex Lowry

Color Correction: Company 3
Colorist: Stefan Sonnenfeld
Producer: Gabriel Wakeman
Executive Producer: Ashley McKim

Managing Director: Filip Kiisk
Executive Producer: Ellen Pot
Post Producer: Sabrina Harrison
VFX Supervisor: Petter Lindholm
Lead CG Artist: Daniel Trbovic
Lead Compositor: Simon Backlund

Music Composition/SFX Design/Mix: Barking Owl Sound
Composer: Barking Owl
SFX Designer: Morgan Johnson
Sound Engineer: Mike Franklin
Executive Producer/ Creative Director: Kelly Bayett
Producer: KC Dossett
Published: September 2018
To launch the next generation of its bestselling sedan, today Lexus debuts a national marketing campaign, “A Product of Mastery.” With substance and passion at every step, the fully integrated campaign showcases the performance and sophistication of the radically new 2019 Lexus ES.
Sporting a new coupe-like silhouette, artfully designed interior and dynamic driving capabilities, the 2019 ES boasts the most advanced technologies, including Lexus Safety System+ 2.0 standard and Amazon Alexa® connectivity, enabling inside the vehicle and outside the vehicle integration. In a Lexus first, the ES will feature Apple CarPlay® compatibility.
“The seventh-generation ES creates an entirely new feeling of amazing through craftsmanship and innovation in every detail,” said Cooper Ericksen, Lexus vice president of marketing. “The campaign highlights the provocative elegance behind every aspect of the all-new ES.”
Two national 30-second TV spots titled “Stolen” and “Why Bother” begin airing today. “Stolen” dramatizes the quest for mastery – taking the best of everything Lexus has to offer and executing it flawlessly. Featuring a high production, cinematic search for a “stolen” vehicle, the spot portrays the notion that Lexus has hijacked the best design, engineering and technology – from itself – to create a radically new product. “Why Bother” puts a magnifying glass on the ES, taking viewers through a series of striking close-up detail shots of the interior and body lines before revealing the full vehicle. The spot reinforces why one would commit to crafting something remarkable, noting, “When you want to create an entirely new feeling, the difference between excellence and mastery is all the difference in the world.”
A series of three “Products of Mastery” digital videos focus on elements of the new ES that took years of dedication to perfect – the meticulously crafted F SPORT driver’s seat, immersive Mark Levinson PurePlay Sound System and state-of-the-art 12.3” multimedia display. Running on paid social and digital this fall, the videos complement the general market spots by showcasing the individual features that make up the new ES.