Lexus celebrates the need to get out with Team One

Lexus unveils a new marketing campaign from Team One LA to launch its first convertible in almost five years: the 2021 LC 500 Convertible, and the timing couldn’t be better. 

This convertible is perhaps the perfect expression of the emotional desire of the times, and the new campaign from the luxury automaker leans in to that need to get out and soak in the freedom and daylight.

“The decision to purchase a convertible is typically an emotional one,” said Lisa Materazzo, Lexus vice president of marketing.  “More so than other vehicles it evokes a sense of escape and freedom by heightening the driving experience.  There’s simply no substitute for the universal human emotion of joy that comes from an open-air drive.  The LC Convertible is purpose-built to create those memory-making moments.”

The new hero spot, Keep the Light Alive features the parallel feelings of what a child experiences when they play outside and the adventures they encounter, to an adult driving the LC 500 Convertible on a winding road at sunset. Several scenes capture a young boy discovering the thrill of outdoor exploration just as the sun goes down, while flashing to moments of him growing into an adult experiencing a similar emotional exhilaration racing along a waterfront road with his partner. Throughout, viewers preview the vehicle’s refined body characteristics that make it so strikingly unique.