Anonymous Content Director Markus Walter wages war against generic autos in this innovative :30 for Lexus, via Team One. The spot opens in a futuristic space–an über-modern, life-sized photocopier occupies the center of the floor. As the machine revs up, a Lexus RX vehicle appears on the flatbed, serving as the copier’s “original.” The machine promptly shells out inferior luxury crossover SUV copies, demonstrating the Lexus RX’s status as the first, and best, luxury crossover.

Credits:

Client: Lexus
Spots Title: There’s Only One Original
Air Date: October 2010

Agency: Team One
Chief Creative Officer: Chris Graves
Group Creative Director(s): Craig Crawford, Jason Stinsmuehlen
Associate Creative Director: Kevin Smith
Associate Creative Director: Emily McDowell
EP: Sam Walsh

Prod Company: Anonymous Content
Director: Markus Walter
EP: Jeff Baron
EP/Head of Commercials: Dave Morrison
Head of Production: Sue Ellen Clair
Producer: Adam Gross

Editorial: The Whitehouse
Editor: Dan Oberle
Assistant Editor: Brian May
Producer: Suzy Ramirez

Telecine: MPC
Colorist: Mark Gethin

Post/Effects: A52
VFX Supervisor: Andy McKenna
Executive Producer: Jennifer Sofio Hall
VFX Producer: Pete King

Sound Design: Robot Repair

Shoot Location: On stage in LA