The Lexus “Shampoo” commercial is cool mainly because of its anchor sequence, which depicts two racing NX crossovers drifting and spinning through a tarmac smothered in snowy bubbles.
The goal: Underscore the car’s performance credentials, Templin said. In the U.S. and Europe, by contrast, the NX message will focus more on the car’s edgy design, he added.
For starters, the European creative will feature American rapper will.i.am. While Templin offered no details of the U.S. ad plan, marketers there may use the Euro version.
The NX hits U.S. showrooms in November.