Editor's note: The wrong photo ran with an earlier version of this story. It was not Brian Smith.
AUSTIN, Texas -- The United States was Lexus' first and most successful market; but now that it is in more than 80 countries, Lexus plans to begin global brand advertising.
The campaign, which starts in May, may not use the same tag line in all markets, although much of the creative and visuals will be similar, said Brian Smith, head of marketing for Lexus in the United States.
"It won't be the same phrase everywhere, but there will be a consistent message," Smith said.
While Toyota's luxury brand has used some form of the "Pursuit of Perfection" tag line since debuting in the United States 24 years ago, many overseas operations have not followed the same creative theme, Smith said. The new global campaign will be more unified.
"The point of the brand campaign will be what we see on the screen, not so much words or language," Smith said. "It will be visual and impactful."
Lexus International marketers even considered not using a voiceover and leaving the commercials silent except for music and text, he said.
The commercials are designed to have more impact with people who have not considered buying a Lexus in the past, Smith said.
He declined to give details about the creative work but said the brand will be front and center. While the spots will show the various Lexus products, the vehicles will mostly be in the background, he said.
The commercials will be created by an agency hired by Lexus' European operations, rather than from the brand's U.S. agency, Team One. The commercials are being shot in Europe, though not in a location that is easily identifiable.
Lexus' global sales rose 18 percent last year to 476,566 units.