Leaders Acho, Pham are in new Lexus drivers seats

(Tiffany Pham, Emmanuel Acho)

In a new marketing campaign breaking today, Lexus presents the human side of its brand and automotive technology, as expressed in the automaker’s flagship sedan, the 2021 Lexus LS 500. The campaign, called “Modern Leaders,” stars bestselling author and sports analyst Emmanuel Acho and author and Mogul CEO Tiffany Pham

The new Lexus LS was designed with human experiences and emotions in mind, with intuitive technology and features that act in partnership with its driver.

“The flagship LS is Lexus’ ultimate expression of omotenashi, or anticipatory hospitality,” said Vinay Shahani, vice president of marketing for Lexus. “Our human-centric design and engineering philosophy elevates the Lexus ownership experience and helps create an emotional connection between our guests and their LS.”

In “Utterly Human,” starring Acho, and “More Than Intelligence,” starring Pham, the Lexus LS plays an integral role in assisting two modern leaders with preparation for on-camera appearances by providing a luxuriously comfortable and innovative space that inspires their speeches Acho and Pham enjoy a few of the flagship sedan’s suite of available features including Shiatsu Massage, Climate Concierge and Head-Up Display.

Watch Team One’s new spots below:




“Utterly Human” and “More Than Intelligence” will air during primetime, late night, special events and sports, including the Olympics, NFL, NHL and USGA.

In addition to the broadcast spots, the new LS campaign includes advanced TV, digital, print and out of home. Media partnerships will roll out over the coming months.

CREDITS:

CLIENT: Lexus

AGENCY: Team One 

  • Chief Creative Officer: Chris Graves
  • Executive Creative Director: Craig Crawford
  • Creative Director, Creative: Carlo Barreto
  • Creative Direction, Copywriter: Sabina Hesse
  • Art Director, Creative: Tiffany Giraudon
  • Copywriter: Caroline Moss
  • Managing Director: Paul Silverman
  • Management Director: Joel Dons
  • Account Director: Ben Allison¬†
  • Account Supervisor: Rachel DeLesk
  • Account Executive: Kayla Riley
  • Assistant Account Executive: Megan Adler
  • Chief Strategy Officer: Mark Miller
  • Management Director: Donn Rohn
  • Group Planning Director: Cliff Adams
  • Strategic Planner: Cara Lohman
  • Account Director, Social: Robin Watkins
  • Account Supervisor, Social: Colleen Carlsen
  • Management Director, Media: Preston Larson
  • Group Media Director: Nichole Kirsch
  • Media Director: Scott Thornton
  • Associate Media Director: Stacey Cho
  • Associate Media Director: Hilary Hanger
  • Media Supervisor: Maggie Dougherty
  • Senior Project Manager: Shayna Fung
  • Project Manager: Alix Knight
  • Executive Producer, Broadcast Production: Richard Bendetti
  • Associate Producer: Robert Holeman
  • Producer, Digital: Abbey Park
  • Producer, Interactive: Lizette Mazon
  • Producer, Post Production: Cody Pittard
  • Print Production Department Manager: David Voliva
  • Director, Business Affairs: David Peake
  • Associate Director, Business Affairs: Janet Anderson¬†
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