Minnie Driver voices new spot for Lexus by Team One

Team One's "Emily" for Lexus

Team One’s “Emily” for Lexus

After completing two tours of duty with Lexus, I can say that Lexus is not easy to work on: the brand constantly challenges its agencies to deliver campaigns that exceed the expected.

That said, Team One has been doing an outstanding job responding to the call by also challenging the brand and delivering creative work that hits home and touches the luxury car market.

Persuading Lexus to leave “The Pursuit of Perfection” tagline for “Experience Amazing,” which feels more conversational, is among the shop’s notable accomplishments for the account.

To debut Lexus’ all-new, three-row 2018 RX 350L and RX 450hL (I’m a fan and want one), Team One has given us a front row seat to experience the luxury, flexibility and logistical liberty that three rows can offer.

Titled, Emily, the new :30-second spot highlights the versatility of three rows by featuring a young family in everyday scenarios, such as driving their little girl and several friends to a birthday party, loading in all the dogs and having enough room for all their daughter’s stuffed animals.



Directed by Radical Media’s Sebastian Strasser, the spot deftly combines charm, wit and the luxury brand that is Lexus. It succeeds in showing the usefulness of a third row option without compromising the sleek styling and maneuverability that is expected with a Lexus.

Team One Creative Director Geoff Vreeken told The Reel,“When we started thinking about the RXL, and who in a modern family really owns that extra third row, we realized it wasn’t the parents. That led to showing the reality of that new space through the eyes of five-year old. A five-year-old who was about to learn how to share.”

“The RX has been the top-selling luxury utility vehicle in the U.S. for more than 20 years, and we’re excited to offer the next evolution of the iconic crossover in two flavors: the V-6 RX 350L and the powerful multistage RX 450h,” added Cooper Ericksen, Lexus vice president of marketing. “The RXL marketing campaign is targeted at the modern family who values the luxury of space and flexibility for whatever life throws at them.”

The spot will begin airing nationally on Saturday, Jan. 13 during the playoffs as well as during primetime cable, late night and sports programming on networks like CBS, HGTV, ESPN, Golf Channel and during the 2018 Winter Olympics on NBC.

The RXL will have digital presence on major automotive sites, including MSN Autos, Cars.com, Edmunds and more. Full-page color print ads of the RXL that note “Third Row is the Charm” will run in high-end business, lifestyle, travel and automobile publications, such as Fortune,Real Simple, Vanity Fair, and Conde Nast Traveler.

Lexus has strategically placed out-of-home billboards in 12 major U.S. markets, including high-profile media placements in Times Square and at Capital One Arena. Radio will run on national and local levels and a targeted social media campaign will launch in the coming weeks.

Agency: Team One
   Associate Business Affairs Manager: Nadia Estrada
   Producer: Reilly Park
   Chief Creative Officer: Chris Graves
   Group Creative Director: Craig Crawford
   Creative Director/Art Director: Javier Torok
   Creative Director/Copywriter: Geoff Vreeken
   Program Manager: Jamie Lau
   Account Management Supervisor: Ben Allison
   Product Insights Manager: Jeremy Wenninger
   Executive Producer: Sam Walsh

Production Company: Radical Media
   Executive Producer: Donna Portaro
   Director: Sebastian Strasser
   Producer: Jeremy Barrett
   DP: Roman Vasyanov
   Production Designer: Jahmin Assa

Editorial Company: Union Editorial
   Executive Producer: Joe Ross
   Editor: Jim Haygood
   Assistant Editor: Jed Stuber
   President/Managing Director: Michael Raimondi

Post-Production Company: MPC
   VFX Supervisor: Rob Hodgson
   Flame Lead: Rob Ufer
   Post Producer: Susie Cobb

Telecine: MPC
   Colorist: Mark Gethin

Post Production Company (Pack Shot): Arsenal Creative
   CG Lead: Brian Lee
   CG Artist: Julian Fitzpatrick
   Producer: Esther Minitser
   Executive Producer: Cortney Haile

Music Co: Human
   Composer: Matthew O’Malley
   Creative Director: Gareth Williams
   Executive Producer: Jonathan Sanford

Voiceover: Minnie Driver
Recording Studio: Juice Studios
Sound Mixer: Bruce Beuckert

Have a spot or campaign for “Reel Ad of the Week? Contact Colin Costello at colin@reelchicago.com.