Creativity

Lexus and 23andme team up to make cars customized for everything from myopia to sun sensitivity

If it sounds absurd, there's a reason

By Ann-Christine Diaz and E.J. Schultz. Published on Mar 28, 2018

Editor's Pick

Genetic testing has been a new avenue for brands trying to expand their marketing tactics. In the U.K., for example, Marmite used it in a campaign that allowed consumers to determine whether or not they're biologically inclined to love or hate its product. Now, apparently, Lexus is using it to customize its vehicles for its consumers. In a tie-up with gene testing company 23andme, it debuted this new ad touting how spitting into one of the DNA firm's mail-away saliva tubes will, 48 hours later, yield a vehicle perfectly suited to a driver's various biological quirks, with features like tinted windows for sun sensitivity or a windshield that doubles as giant eyeglasses for the near-sighted.

The outrageous offering, unlike Marmite's, is obviously an April Fool's joke--one that the carmaker is actually putting some serious media money behind. Unlike other pranks which typically run as digital videos, Lexus will be running a 30-second cutdown of the ad during "Saturday Night Live" and on Sunday on Comedy Central. The film was created out of Lexus' agency Team One.

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Credits

Date
Mar 28, 2018
Associate Director, Business Affairs:
Janet Anderson
Client:
Lexus/23andMe
Agency:
Team One
Senior Producer:
Leah Bohl
Executive Producer:
Sam Walsh
Chief Creative Officer:
Chris Graves
Group Creative Director:
Craig Crawford
Group Creative Director:
Jon Ruppel
Associate Creative Director:
Austin Muncy
Art Director:
Austin Muncy
Copywriter:
Jason Brady
Copywriter:
Andrew Crawford
Senior Project Manager:
Erica Hara
Account Management Supervisor:
Jourdin Hendrix
Production Company:
Charlie Uniform Tango
Executive Producer:
Jeff Elmore
Director:
Paul Goldman
Producer:
Max Simpson
Director, Photography:
Peter Simonite
Editorial Company:
Charlie Uniform Tango
Executive Producer:
Mary Alice Butler
Editor:
Jack Waldrip
Assistant Editor:
Andrea Norby
President:
Lola Lott
Chief Executive Offier:
Lola Lott
Post Production Company:
Charlie Uniform Tango
Visual Effects Supervisor:
David Hannah
Lead Flame Artist:
Allen Robbins
Flame Artist:
Artie Pena
Motion Graphics:
Tony Wann
Post Producer:
Andrea Norby
Telecine:
Adolfo Martinelli
Colorist:
Adolfo Martinelli
Music Company:
Founder
Composer:
Founder
Creative Director:
Christian Pulfer
Executive Producer:
Christian Pulfer
Voiceover:
Minnie Driver
Recording Studio:
Charlie Uniform Tango
Sound Mixer:
Jake Kluge
Assistant Audio:
Chris Walker

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