Lexus "poise" by CHI & Partners
The car-maker Lexus is releasing a TV ad to promote the launch of the IS 300h model. The 60-second spot was created by CHI & Partners and features shots of the English National Ballet’s principal dancer Tamara Rojo performing a routine to a hip-hop track interspersed with images of the new Lexus. The ad breaks next week and is part of an integrated campaign that includes two shorter online films and print executions focusing on the car’s features. It will also be supported by social media activity. The spot was created by Liz Oakley and Rob Ferrara, and directed by Pleix through Stink.