Lexus is aiming to reach a younger demographic on a more emotional level with its new campaign for the launch of the 2013 Lexus GS.

With media by DentsuBos and international creative from London-based Chi & Partners, the TV campaign aims to reach a younger demographic of 30- to 50-year-olds (the brand usually targets people over the age of 50) with a campaign that aims to appeal to their emotional side, Cyril Dimitris, director of Lexus in Canada, tells MiC.

Built around the tagline of “Amazing in Motion,” creative in the campaign features a “love story” between two larger-than-life puppets. The figures were created using Lexus materials, including bamboo and walnut found in the interiors of Lexus cars, as well as Lexus exterior paint. The spot will be shown largely through shows like the NHL playoffs, other sports and business programming, says Dimitris.

“As we think of the legacy image of Lexus we have traditionally scored very strongly on rational factors like quality, safety, comfort and luxury,” he says. “About a year ago we launched a new face of Lexus, which meant a new face for styling, and with that change in product direction we are aiming to appeal to some of the more emotional factors around purchase decision in addition to some of the more rational factors.”

The campaign will conclude in June and be followed up with another spot that is similar in tone to launch the 2014 Lexus IS sports sedan.

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