Used to be that driving a Japanese car meant a low-end compact. In 1989, Lexus set out to change all that with a revolutionary new carline that rivaled the European automotive giants for aerodynamics, ergonomics and luxury. To make a dent, they needed a campaign that was just as innovative. After working closely with the product teams in both the US and Japan to understand every nut and bolt, Tom’s team began to create work that took product demonstration to new heights of drama, simplicity and precision. The sophistication and style of this straightforward campaign ushered in a whole new genre of automotive advertising that was then imitated the world over. And helped win unprecedented numbers of loyal new customers and a number of advertising awards in the process. In its first five years, Lexus sales increased an average of 12% a year, while Mercedes and BMW saw sales decline. Lexus soon became the top selling premium car brand in the US and continually ranks among the top 10 Japanese brands in global market value.
