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Lexus to debut new
black targeted GX commercial during BET Honors Feb. 1
(January 21, 2010) Lexus is among the sponsors for the third annual BET
Honors, hosted once again by actress, Gabrielle Union. Taped on January
16 at the Warner Theatre in Washington, D.C., the show airs on Monday,
Feb. 1 at 9 p.m./ 8 p.m. Central, and features Ryan Leslie, Jennifer
Hudson, Mary J. Blige, India.Arie, Patti LaBelle. The honorees are Queen
Latifah, Sean "Diddy" Combs, educator Ruth Simmons and neurosurgeon
Keith Black.
During the ceremony, Lexus will debut its commercial for the launch of
the newly redesigned GX. The commercial features Universal Motown
recording artist Ryan Leslie, who has formed a strategic partnership
with the luxury automaker. As an emerging artist armed with a Harvard
undergraduate degree, Ryan Leslie embodies the style and sophistication
of the Lexus brand. The cinematic spot will premiere immediately
following Ryan Leslie's performance on stage at BET Honors.
In addition to the television commercial, the campaign will be
accompanied by various digital components online including exclusive
downloads and contests. This African American marketing program,
developed the Walton Isaacson agency, represents a break from the
traditional for Lexus, as the innovative use of social/digital media
tools such as Twitter and Facebook will serve as the driving force
behind the conversation.
"It's important to recognize those people who have inspired us and the
BET Honors is a great way to do that," says David Nordstrom, Lexus vice
president of marketing. "It's also a chance for up-and-comers to be
showcased and we're proud to be aligned with Ryan Leslie. He is an
amazing talent who has partnered with us to create an engaging way to
launch the GX."
