How's your French? Even if you don't understand the language, Lexus Division hopes you'll think it sounds romantic. Lexus breaks two TV commercials today, March 12, in French for its first convertible, the SC 430. Tom Cordner, co-chairman of Lexus' advertising agency, Team One Advertising, equated the voiceover to an Italian aria. 'You may not understand every word in the aria, but the power and the draw of the music evoke strong emotions,' he said. Both 30-second spots are set in France and tell the tale of a love affair with the SC 430. In the commercial shown here, a cycling team sees the convertible at an intersection, screeches to a stop and falls over in awe.
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