The New Super Bowl Ad for the 2015 Lexus NX Targets Young Buyers
Lexus has pulled in some pretty heavy hitters for its new 30-second Super Bowl XLIX spot on February 1. But of course, this is because the Japanese automaker wants to make sure the new 2015 Lexus NX crossover appeals to one of the most highly sought-after segments of the market: young buyers.
So Lexus is teaming up with Walter Isaacson, an up and coming advertising agency based in LA with a knack for creating customer-centric ad campaigns.
Isaacson’s recipe for success involves lots of client-focused research, hours and hours of strategizing about multiple consumer segments and their attitude toward their client, and of course, a whole lot of creative thought.
Some of the firm’s biggest clients include Verizon, Jim Beam, McDonalds and, of course, Lexus.
In fact, Lexus was previously teamed up with Walton Isaacson for their 2011 CT200h campaign titled “Unconfined”, which sought to bring together car and driver.
Through that effort, Lexus became relevant to a whole new audience, and the CT200h project was named by Walter Isaacson as its 2011 Campaign of the Year.
The two brands are looking to do it again with the debut of a 2015 Super Bowl ad that solely concentrates on the performance and energy of the all-new crossover. No high profile celebrities or dancing animals, just car and driver.
According to NBC there are more spots left this year during the Super Bowl ad breaks than there have been in recent years. In 2013, NBC had sold out of each of its spots for the next year’s game in November.
But this year for the Super Bowl XLIX, there are still 5% left open, and the price is steep: starting at about $4.5 million for 30 seconds.
Several networks have reported that ad inventory takers have been fewer and fewer in the seasons leading up to each event. (With NBC being the only exception in 2014.)
Blame it on advertisers holding out until the last minute or digital and social media overtaking broadcast viewing, but whatever the reason for the trend, Lexus of Highland Park agrees with Lexus. If the message will reach veteran customers and those new to the brand, every penny spent is worth it.
