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Lexus recently unveiled 6 spot cinema campaigns that will be broadcast at a theater near you by National CineMedia's First Look program. The cinematic spots were created by ATTIK of San Francisco, CA. All 6 clips are about 15 seconds each and feature key attributes of the new Lexus IS-F. This is definitely a new direction in the way Lexus is marketing their vehicles. It is definitely an out-of-the-box marketing campaign in Lexus' 18 year history. So you may ask...


What is F?

1) "F is shifting in 0.1 seconds"

2) "F is Beauty within the Beast"

3) "F is a 170 mph top speed"

4) "F is 0-60 in 4.6 seconds"

5) "F is Precision Braking by Brembo"

6) "F is Commanding Performance"


 

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I like the braking one, I was wondering what the significance of the yellow line was then it panned up, it was great.
 

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I like the commercials. THe last one I saw at the movies this past weekend was annoying. It did like 3 different ones inbetween other ad's... then it did 4 in a row of the Brembo brake commercial. People were like WTF??

I guess one commercial per corner, eh..
 
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