In 2006 CHI was appointed to give Lexus a compelling brand narrative to appeal to a new generation of luxury consumers who see themselves as creating a heritage rather than drawing on one. A Big Idea was needed to clarify what Lexus stands for and give the brand line The pursuit of perfection real meaning. The Big Idea; Always thinking beyond the incremental will be evidenced with a single minded focus on its leadership in hybrid technology and a new fresh conversational tone that differentiates Lexus from the old guard.
TV
Hybrid Drive
Cheetah
LS460