| Заголовок | Our Greatest Curiosity |
| Агентство | Team One |
| Кампания | Our Greatest Curiosity |
| Рекламодатель | Toyota Motor Corporation |
| Бренд | Lexus |
| Дата первой трансляции/Публикации | 2019 / 10 |
| Бизнес сектор | Легковые автомобили |
| философия | Can you see with your ears? What emotion fits in the palm of your hand? Is it possible to outsmart fate? These are just a few of the questions Lexus poses in its new marketing campaign launching today. The campaign, called “Our Greatest Curiosity,” is a defining celebration of curiosity and the fascinating questions about humans that only Lexus asks, and therefore, only Lexus can answer. “Thirty years ago, Lexus introduced its first vehicles to the world. The most important part of those cars, however, wasn’t the sheet metal, the engine or the technology,” said Lisa Materazzo, vice president of Lexus marketing. “It was the team of researchers who, in 1985, interviewed hundreds of consumers to understand them as humans: What moves them? What makes them tick? From the very beginning, our greatest curiosity hasn’t been the machine, it’s been the driver. It’s the inspiration for everything we do. From the products we craft to the dealership experience, it’s what makes us uniquely Lexus.” So, can you see with your ears? You can, in a matter of speaking. A 15-second spot teases the question, and an online video explains that when a concertgoer closes her eyes, she can hear the locations of the drummer, guitarist and vocalist. Ordinarily, automotive sound systems are engineered much later in development, but Lexus and Mark Levinson audio engineers worked hand in hand from the beginning to craft a bespoke audio experience for the ES. With Mark Levinson PurePlay 3D audio technology, no matter where the driver and passengers are sitting in the ES, it sounds more like they’re at a live show. The campaign is designed to celebrate, provoke and satisfy curiosity. A 60-second spot celebrates human curiosity with scenes of people indulging their curiosity in a wide variety of ways – listening to birds in the rain forest, painting on canvas in bold strokes, fearlessly diving off a cliff, exploring our solar system. A series of 15-second teaser spots start the conversation about Lexus’ specific curiosities using the familiar iconography of the search bar to introduce each question and provoke the curious to learn more about Lexus. Finally, curiosity is satisfied as the questions are answered online with long-form digital videos. Many of the spots close with the most interesting question of all: What amazing ideas will you inspire next? The integrated media campaign for “Our Greatest Curiosity” will extend into 2020 and spans TV, streaming video, digital, social, alternative OOH (airports, gyms, elevators, cinemas), print and audio. The TV spots will air on network and cable sports, including the World Series, NHL, NFL, college football and English Premiere League, in addition to cable, prime time and late night programming. The campaign includes custom content sponsorships with NPR, Spotify, iHeartRadio and Hulu. Additional media extensions will roll out as the campaign progresses. |
| Тип медиа | Телевидение |
| Длина | |
| Рынок | India, Spain |
| Больше информации | http://www.lexus.com/curiosity |
| Продакшн Студия | REVERSE |
| Покраска | MPC LA |
| Главный креативный директор | Chris Graves |
| Креативный директор группы | Craig Crawford |
| Арт-директор | Patrick Dougherty |
| Копирайтер | Jason Brady |
| Копирайтер | Jason Whitehead |
| Арт-директор | Bryan Davis |
| Директор производства контента | Sam Walsh |
| Продюсер агентства | Sascha Peuckert |
| Директор по вопросам бизнеса | David Peake |
| Руководство музыкальных рядов | Neil Cleary |
| Management Supervisor, Product Insights | Joe Rigonan |
| Product Insights Manager | Vincent Scott |
| Менеджер программы | Jamie Lau |
| Директор рабочей группы клиента | Ben Allison |
| Руководитель группы по связям с рекламодателями | Monica Abbracciamento |
| Директор | Johan Stahl |
| Оператор-постановщик | Werner Maritz |
| Исполнительный продюсер | Thibaut Estellon |
| Продюсер | Larry Gold |
| Производственная сервисная компания | Goodgate |
| Редакционная компания | Cut and Run LA |
| Редактор | Steve Gandolfi |
| Заместитель редактора | Moss Eletreby |
| Управляющий директор | Michelle Eskin |
| Исполнительный продюсер редакционной компании | Amburr Farls |
| Руководитель производства | Annabelle Dunbar-Whittaker |
| Senior Producer | Jared Thomas |
| Редакционная компания | TOM Los Angeles |
| Редактор | Brendan Carney |
| Редактор | Sergio Maggi |
| Графики движения | Robert Johnston |
| Продюсер пост-производства | Veronica Santana |
| Editor, Director of Post Production & VFX, Executive Producer | Bryan Cook |
| Executive Post Producer | Gina Grosso |
| VFX Creative Director | Rob Hodgson |
| VFX Supervisor | Rob Ufer |
| VFX Executive Producer | Karen Anderson |
| Senior VFX Producer | Bomyee Hwang |
| On Set VFX Supervisor | Naomi Anderlini |
| Senior Flame Artist | Alexandra Kolasinski |
| Senior Flame Artist | Sam Shiftlett |
| Художник огня | Sean Anderson |
| Художник огня | Kathleen Kirkman |
| Nuke Artist | Joshua Pena |
| Nuke Artist | Luis Artigas |
| Линейный продюсер | Jagadish Radhakrishna |
| Cleanup Lead | Sugumar S |
| Clean up artist | prasanth palaparthi |
| Clean up artist | Abdullabeeb Kondachan |
| Clean up artist | Akhil K.P. |
| Roto Lead | Mahendra Reddy |
| Roto художник | Ekanathan Kuppan |
| Колорист | Mark Gethin |
| Color EP | Meghan Lang |
| Продюсер по цвету | Rebecca Boorsma |
| Associate Color Producer | Phoebe Torsilieri |
| Ассистент по цвету | Nate Seymour |
| Смешанная компания | Margarita Mix |
| Смеситель | Bruce Bueckert |
| Assistant Mixer | Brian Frank |
| Assistant Mixer | Sean Melia |
| Assistant Mixer | Mike Murzyn |
| Executive Producer, Mix | Whitney Morris |
| Самораскрывающийся архив | Squeak E. Clean Studios |
| Звукорежиссер | Drew Fischer |
| SFX Producer | Johanna Cranitch |
| SFX EP | Christina Carlo |
| МУЗЫКАЛЬНЫЙ исполнитель | Kings Kaleidoscope |