Lexus is pulling hard for street cred among the artistic set.

The 24-year-old Toyota subsidiary has tapped Devo founder Mark Mothersbaugh and Grammy-winner Jonas Åkerlund (he won for Madonna’s “Ray of Light” music video) to help make commercials for the new IS sport sedan. Mothersbaugh composed original music for the television commercial, which featured the $61,750 IS F Sport. Åkerlund directed the film; B Åkerlund, who is married to Jonas, styled the shoot.

Primed to compete against German rivals like the Audi A4 and BMW 3-Series, the IS comes at a transitional time as Lexus faces a large-scale brake recall and a unique-if-risky take on addressing market potential in China.

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Lexus IS Goes For Street Cred With New Ad - Will It Attract the Hipsters They So Desperately Need?

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