Posts tagged with "Rhys Millen"

Lexus Illustration by Kaelen Felix for 360 Magazine

Lexus – “All In”

Sneakerhead, audiophile, fashionista, gamer … these people are “all in” on their passions. In a new marketing campaign breaking today for the Lexus 2021 IS, the automaker celebrates its own obsession: an unapologetically pure sports sedan. Entitled “All In,” the new campaign engages an audience that’s just as unapologetic about pursuing their unique interests. It features influencers and deep, diverse media partnerships.

“The IS customer is our youngest, most fiercely authentic yet,” said Lisa Materazzo, vice president of Lexus marketing. “The marketing campaign, like the new IS, is equally authentic and celebrates those who fully embrace their passions.”

Rather than casting actors, the campaign features eight micro-influencers. The first spot, “Names,” moves quickly through people from different walks of life who introduce themselves by the names they’ve earned—be it sneakerhead, gamer or audiophile.

Another spot, “Vanity Plates,” demonstrates just how far these enthusiasts will go to show off the obsessions that define them.  To ensure a connection with all consumers, unique ads were created to further explore the meaning of “all in” for Asian, Black, Hispanic and LGBTQ markets.

“Names” and “Vanity Plates” will air during primetime, special events and sports including NFL playoffs and NBA. Potential drivers and enthusiasts of Lexus will be able to ask their Google Assistant-ready devices about the new Lexus IS model to learn more about the vehicle’s latest technology, audio, performance and safety features, as well as a link to nearby dealerships. The campaign also includes video, audio, connected speakers, print, social and display.

Lexus is connecting with an audience that embraces their passions fully by providing content that celebrates those who go “all in.”

  • Epic Race. Lexus partnered with MotorTrend for an epic race between race car driver Rhys Millen and downhill skater Josh Neuman at speeds of over 70 MPH on Malibu’s legendary Deer Creek Road. The video is live now.
  •  Travel Influencer. Lexus is partnering with Courageous Studios, CNN’s brand studio, to produce a documentary-style campaign that follows Ugandan-American photographer, self-proclaimed geography nerd and travel expert Jessica Nabongo. The first black woman to visit every country in the world, Jessica’s story unfolds as she approaches her next milestone: seeing every state in the U.S. The campaign will be distributed via CNNgo in February.
  •   Fantasy Football. Last Fall, Lexus worked with Yahoo to create dynamic banners on the Yahoo Fantasy Football web site that leverage the players’ stats to serve custom ads to fans engaging in their passion.

About Lexus

Lexus’ passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its guests. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries.

In the United States, Lexus vehicles are sold through 242 dealers offering a full lineup of luxury vehicles. With six models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers eight F SPORT models and two F performance models. Lexus is committed to being a visionary brand that anticipates the future for luxury customers.

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Lexus Press Release Image curtsey of Jesse Zand
Lexus Press Release Image curtsey of Jesse Zand
Lexus Press Release Image curtsey of Jesse Zand

PIRELLI AT 2018 PIKES PEAK INTERNATIONAL HILL CLIMB

PIRELLI CELEBRATES RECORDS AND VICTORIES ON BOTH FOUR AND TWO WHEELS

AT 2018 PIKES PEAK INTERNATIONAL HILL CLIMB

New Acura and Bentley records and the third best time in history by Simone Faggioli all achieved with Pirelli tires

June 28th2018ThePikes Peak International Hill Climb is one of the most esteemed motorsports events of the year. And as a leader in motorsports on both two and four wheels, Pirelli was of course present at this year’s event over the weekend, achieving success in both fields in the unique race up Pikes Peak hill in Colorado, which is the highest summit in the Southern front of the Rocky Mountains.

Rhys Millen(Bentley) set a new Pikes Peak SUV record time of 10:49.902 in the 2018 Bentley Bentayga, equipped withPirelli P Zero™road tires.

On Pirelli P Zero slick tiresAcuraachieved three new course records and three podium finishes as follows:

·PPC-Pikes Peak Open Class CourseRecordby Peter Cunningham in a 2018 Acura TLX GT: 9:27.352

·Hybrid Powertrain Course Recordby James Robinson in a 2017 Acura NSX: 10:02.448

·Front Wheel Drive Course Recordby Nick Robinson in a 2018 Acura TLX A-Spec: 10:48.094

The same P Zero slicks were used bySimone Faggiolito set a time of 8:37.230 in a 2018 Norma M20 SF PKP: this was the third best time ever with a combustion engine recorded in the history of the Pikes Peak event, which has been running since 1916. And this was the top overall time with a combustion engine at this year’s event.

Pikes Peak, the second oldest annual motorsports race in the United States, was also the occasion for Pirelli to present its completely renovatedPirelli Hillclimbrubber range. It includes a wet tire, a Cinturato, and three slick tires: Ultrasoft, Supersoft and Soft. And this really was the ultimate combination used by drivers utilizing Pirelli to take home their respective successes at Pikes Peak.

Also known as the ‘The Race to the Clouds’, Pikes Peak represents a very important technical challenge for the tires above all.

“The biggest challenge tires face is from the vast temperature changes participants experience during the course of the race at different elevations. At the start of the race, the average temperature is 77 degrees Fahrenheit, while at the top of the hillclimb it can be 32 degrees Fahrenheit or it can snow at the highest point (14,110 feet), like it did for the race on Sunday. Another difficulty comes from the bumpy asphalt, in part due to the tracks created from clearing the snow which can ruin it. Therefore it is necessary to develop a tire which guarantees grip both in high temperatures at the start and in lower temperatures as the drivers ascend the hill; as well as maximum driveability on uneven asphalt. And, considering the new records and success this year, this is exactly what Pirelli tires have done,” said Terenzio Testoni, Pirelli Off road Activity Manager.

Moving onto two wheels, Pirelli also attained the following results: a clean sweep of the Heavyweight Class on Pirelli tires, withCarlin Dunne(Ducati) in first place, thenRennie Scaysbrook(KTM) andCodie Vahsholtz(Ducati) in second and third on the podium respectively; plus a new Middleweight Class record by Chris Fillmore (KTM), who smashed the record by more than 30 seconds with a time of 10:04.38 to take the title on the iconicPirelli DIABLO™ SUPERBIKE(SC1 front, SC0 rear) tires.

About Pirelli

Pirelli was founded in 1872 and has its headquarters in Milan, Italy. Pirelli focuses its business on the high end, premium product segment where it is a world leader. Pirelli has a commercial presence in over 160 countries and 19 factories in 13 countries. Successfully competing in motorsports since 1907, Pirelli is currently the exclusive supplier of the Formula 1 championship, the Superbike world championship, and many other championships around the world.

Pirelli Tire North America (PTNA) includes the Modular Integrated Robotized System (MIRS) facility and research and development center at its Rome, Georgia headquarters, a state-of-the-art manufacturing plant in Silao, Mexico, sales and marketing offices in New York City, Los Angeles, Detroit, Montreal and Mexico City, and a prestige flagship store in Los Angeles. The company manufactures, distributes and markets original equipment and replacement tires for export and domestic car/motorcycle applications.For more information regarding Pirelli, please visitwww.pirelli.com