Lexus, in an effort to engage a younger audience, is using a more forceful voice in ads from Team One. Its initial TV ad for the 2014 IS uses the tagline "You can choose to blend in. Or you can choose to blend out. It's your move." The ads are "having a positive effect" on younger buyers while not harming Lexus' existing, older audience, says Brian Bolain, corporate marketing manager.
Lexus adopts a forceful tone with Team One spots