Lexus Division of Toyota Motor Sales USA: Balance And Ball Bearing campaign
William BaueOverview
"The beauty of Lexus's advertising is its simplicity," said a Brandweekarticle announcing the awarding of the 1992 gold Effie in the automotive category to the Lexus Division of Toyota Motor Sales USA and its ad agency, Team One Advertising, for the launch of a new Lexus coupe. As an example, the article cited such things as a pyramid of champagne glasses on an engine hood. The elegance of the spot, entitled "Balance," derived from the simplicity of the concept (portraying the car's smooth...