Lexus Hybrid Commercial: Milestones

Lexus Hybrid Commercial: Milestones

One of the rule of brand positioning states: if you are first in the market, most likely you are also first choice in people’s minds. It means that you are the market leader and the competitors must position themselves in some other way to attract attention. Lexus with their new TV spot called ‘Milestones’ is trying to create an image of the Lexus brand as a first hybrid car maker in the market so whenever people would think about hybrid cars, the first brand that comes to their heads would be Lexus. And it’s a very smart move because while most people think that hybrid car technology is something from the future, Lexus is trying to show that their hybrid cars are on the roads for five years now so they know how to make a good hybrid car you can use everyday.

Agency: Team One
Chief Creative Officer: Chris Graves
Group Creative Directors: James Hendry, Craig Crawford
Copywriter: Molly Grubbs
Art Director: Emily McDowell
Agency Senior Producer: Beth Hagen
Production Company: Anonymous Content
Director: Andrew Douglas
Visual Effects Company: Brewsterparsons
Flame Artist: Simon Brewster
Editorial Company: Butcher
Editor: Dave Hengar
Mixer: Bob Gremore
Music Company: Elias Arts
Composer: Johnathan Elias

There are 2 comments for this article
  1. Tre at 1:03 PM

    Do you know where I can find the song to this in this commercial?

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