Two Thumbs Up
Chuck Kapelke
Advertising on the (really) big screen is ready for its close-up as marketers increasingly target moviegoers
For the Lexus IS F model debut, the company created a larger-than-life impact on moviegoers with its cinema ad campaign.
When marketers at Lexus wanted to convey the visceral power of the company's IS F model of car, they chose a venue that they knew would deliver: thousands of darkened, distraction-free movie theaters across the nation, all armed to the hilt with surround-sound speakers and massive high-resolution screens.
As audiences settled into their seats before their feature films began,...