My commercial is really going to hit home. Home is keep those you love safe. It's going to touch the hearts of everyone. It won't contain the regular young, hot rich people that Lexus usually uses. It will portray normal life, normal people, normal houses, normal activities.
"Part of what differentiates a brand or group is “owning” a selling point, benefit, attitude, or any characteristic that contributes to a distinct construct." -Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 52 Par. 4
Characters:
- young mother
- young father
- infant
- 5 year old
- 11 year old
- 40 year old mother
- 40 year old father
- teenager
- young adult
- older mother
- older father
- twin infants
The Scenery: Bright and beautiful. Very colorful and fun.
Music: Safe and Sound by Capital Cities
"Many people are annoyed by those interruptions. Others just zap around for two minutes until their program comes back on or skip ahead. Many people head for the refrigerator. Some stare blankly. A television commercial has to do several things to get people to watch and to keep them from zapping or texting or retrieving a snack or checking their e-mail or doing something else." -Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 219 Par. 2
Singing along to a song helps prevent distractions to some degree!
Scene 1: A young mother and father leaving the hospital with their brand new bundle of joy. They get into their beautiful Lexus. They look back in the backseat to check the safety of their baby and smile contently.
Scene 2: The young father is taking his daughter to her ballet recital while she fusses with her ballet shoes in the backseat. He looks back and smiles and laughs at his daughter.
Scene 3: The young mother is dropping her 11 year old daughter off at a sleepover party. It suggests that she is growing up and is hard to let her go.
Scene 4: The parents are handing the teenager her the keys to their first Lexus that they brought her home in. The screams in excitement and joy, hugs her parents and drives off. This suggests that freedom and trust the parents have put into her and the car, as she drives away there in a content feel to the scene that lets you know the parents feel she is safe.
Scene 5: The older couple are pulling up to the hospital in their newer Lexus to visit their daughter who has just given birth to twins. The scene ends with the new family getting into the daughters Lexus.
Each scene coexists with each other. The entire commercial is supposed to convey a cycle of safety and of life. The fact that the story starts with an older model and progress into a newer model and the fact that it shows that the car is affordable to the point that it can be handed down generation to generation shows that price should not really be an issue.
Style is a visual look and feel based on the particular characteristics that contribute to the overall appearance (figure 10-9). In any media, typefaces, color palette, textures, patterns, compositional modes, kinds of images (illustration, photographs, etc.), the nature of the imagery, and graphic elements all contribute to the look and feel of an advertisement or ad campaign." -Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 204 Par.2
Throughout the scenes there will be colorful paint-like drawings like a yellow sun dancing in the sky or flowers blooming up as they drive down the street. Music symbols dancing in the background the way to her ballet class. This will the commercial a fun and hip advantage.
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"An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational. Essentially, the idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection."-Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 68 Par.1
With this being quoted from our book, I would like to point out that my commercial does give a sense of home and a feeling of safety and reliability. It says that this car has driven them through life and has been the foundation to their activities and experiences. The imagery is happy and leaves the viewer with a smile. It makes you feel at home, and reminds you of the ones around you that you love and care for. It reminds you that you want them to feel as safe as family in the commercial. It really leaves you thinking about life and what is important to you. The catchy song also says it in the lyrics, "safe and sound" and is a very popular song that will more than likely have the viewer singing along with the commercial.
"Throughout the life of a campaign, which can run for a short (months) or long period of time (years), you create and maintain a visual look or framework. We do this so that people will recognize each ad unit within a campaign, feel familiar, and make connections among the various messages." -Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 201 Par.3
The campaign will run as long as Lexus does. I want Lexus' brand to represent it's two key points, safety and reliability. Even though the commercials will change with time, the message will always be the same. I want to change the face of Lexus, so the Lexus brand is known as the safe luxury choice that will get you through all stages of life and will never let you down.
Promotion Events will be held consistently. Now that we are changing the face of Lexus, I want to get the word out there. I don't want to lose the luxury feel but I want it feel more welcoming to every demographic group. I want to get the word out there about the Pre-owned vehicles as well to show that pricing comes at different levels but safety does not. Marketing the older used vehicles as certified with warranties from the dealerships gives Lexus a voice on the what was really left unsaid in the past. Just because because there are lower priced vehicles, available financing for those who don't make a six figure paycheck does not speak on the value of the car itself. It is still a luxury car, it still is one of the classiest and most elegant vehicles around. I don't want to change the luxury point, just the highlight features that have gone unnoticed.
"If everyone in a room is wearing a blue denim shirt except for one person who is wearing a green satin shirt, who would stand out from the crowd? "-Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 207 Par.1
This says it all. You can be the same in the world when it comes to affordability but what sets Lexus aside are the two main points, safety and reliability.
I also want to incorporate social media into my advertising campaign. Use Twitter, Facebook, Instagram, Snapchat.
#drivesafely
#safetymeetstheroad
#reliabilitymeetstheroad
#lexus
As well as change the face of Lexus' website. Highlight key points like I said before.
Billboards aren't safe, you are reading while you are driving, I'm against them. But if I had a billboard it would read exactly that. "Are you safe while reading this? -LEXUS" Remember that one of Lexus' safety features is an alert that adjusts you car back into the right lane if you start to veer off. This may happen while reading a billboard!
"Outdoor boards must be understood quickly and read from a distance, as people drive or walk by. Also, in many cases, the board will need to be interesting and arresting enough to grab the attention of the many motorists traveling the same roads daily. Outdoor ad boards are used to support other media, such as TV, and they can help drive people to the Web."-Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 216 Par.1
With this being quoted from our book, I would like to point out that my commercial does give a sense of home and a feeling of safety and reliability. It says that this car has driven them through life and has been the foundation to their activities and experiences. The imagery is happy and leaves the viewer with a smile. It makes you feel at home, and reminds you of the ones around you that you love and care for. It reminds you that you want them to feel as safe as family in the commercial. It really leaves you thinking about life and what is important to you. The catchy song also says it in the lyrics, "safe and sound" and is a very popular song that will more than likely have the viewer singing along with the commercial.
"Throughout the life of a campaign, which can run for a short (months) or long period of time (years), you create and maintain a visual look or framework. We do this so that people will recognize each ad unit within a campaign, feel familiar, and make connections among the various messages." -Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 201 Par.3
The campaign will run as long as Lexus does. I want Lexus' brand to represent it's two key points, safety and reliability. Even though the commercials will change with time, the message will always be the same. I want to change the face of Lexus, so the Lexus brand is known as the safe luxury choice that will get you through all stages of life and will never let you down.
Promotion Events will be held consistently. Now that we are changing the face of Lexus, I want to get the word out there. I don't want to lose the luxury feel but I want it feel more welcoming to every demographic group. I want to get the word out there about the Pre-owned vehicles as well to show that pricing comes at different levels but safety does not. Marketing the older used vehicles as certified with warranties from the dealerships gives Lexus a voice on the what was really left unsaid in the past. Just because because there are lower priced vehicles, available financing for those who don't make a six figure paycheck does not speak on the value of the car itself. It is still a luxury car, it still is one of the classiest and most elegant vehicles around. I don't want to change the luxury point, just the highlight features that have gone unnoticed.
"If everyone in a room is wearing a blue denim shirt except for one person who is wearing a green satin shirt, who would stand out from the crowd? "-Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 207 Par.1
This says it all. You can be the same in the world when it comes to affordability but what sets Lexus aside are the two main points, safety and reliability.
I also want to incorporate social media into my advertising campaign. Use Twitter, Facebook, Instagram, Snapchat.
#drivesafely
#safetymeetstheroad
#reliabilitymeetstheroad
#lexus
As well as change the face of Lexus' website. Highlight key points like I said before.
Billboards aren't safe, you are reading while you are driving, I'm against them. But if I had a billboard it would read exactly that. "Are you safe while reading this? -LEXUS" Remember that one of Lexus' safety features is an alert that adjusts you car back into the right lane if you start to veer off. This may happen while reading a billboard!
"Outdoor boards must be understood quickly and read from a distance, as people drive or walk by. Also, in many cases, the board will need to be interesting and arresting enough to grab the attention of the many motorists traveling the same roads daily. Outdoor ad boards are used to support other media, such as TV, and they can help drive people to the Web."-Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 216 Par.1
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