Lexus will support the launch of its redesigned 2007 ES 350 with a campaign in which computer-generated images are used to portray the high-end sedan as a sexy treasure worth fawning over, and to tout its interior as being as luxurious as its exterior.
The campaign, via Team One Advertising, El Segundo, Calif., with graphics and design via Digital Domain, Venice, Calif., breaks this week. The first of four 30-second spots, "Robots," shows an ES 350 in its final production stages on a plant floor. In succession, a robot carefully lowers the chassis; a robotic arm lovingly fits the headlamps into place, pausing to caress the curves of the front fender; a quality-check arm slows as it completes it duties to touch the leather headrest, giving a human feel to an entirely robotic procedure; and another robotic arm reaches for the car and slowly pulls it off the production line. A voiceover asks, "Is it possible to engineer desire?"
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