To launch the new 2014 Lexus IS sport sedan, the automaker this week debuted several new TV spots, including Intense, targeted to Hispanic audiences.
The new spots “celebrate the independent spirit of the IS,” and were produced to appeal to different audiences: Two general-market spots (Crowd and Color Shift) were created by Lexus’ agency of record, Team One. Two other spots, targeting African-Americans and Hispanics, respectively were developed by the automaker’s multicultural agency Walton Isaacson.
The spot targeting African-Americans is called This is Your Move and features Los Angeles Dodgers center fielder Matt Kemp as he searches for something that matches his ambitious and driven personality. Intense, targeting Hispanics, follows a young couple as they experience the thrills of driving the redesigned IS 250.