Lexus Genetic Select
Each year, Lexus breaks new ground with their April Fools’ Day stunt. This year was no exception as Team One partnered with 23andMe to introduce Genetic Select, the world’s first car-buying experience that uses human genetics to pair you with the car of your genes. But the partnership didn’t stop there. We also teamed up with Lexus ambassadors, like Jason Day and Scott Pruett, to create faux pairings, calling out their unique characteristics to match them with the perfect Lexus, and sharing these pairings across their social channels, as well as on the Lexus and 23andMe channels. Then following up our industry-first TV run from last year, we created a 30-second broadcast version that ran on Comedy Central, IFC and during Saturday Night Live. Turns out you don’t always have to spit in a tube to create the perfect pairing.
Team One is Publicis Groupe's fully integrated advertising, digital and media agency dedicated to helping premium brands thrive in the modern media landscape. Team One has five North American offices, including its Los Angeles headquarters, Dallas, New York, Chicago, and Atlanta. Team One clients include Lexus, The Ritz-Carlton Hotel Company, Expedia, HSBC Premier, Icelandic Glacial Water, PIMCO, St. Regis Hotels and Resorts, W Residences (Marriott), and the It Gets Better Project.
Team One has unique knowledge of affluent consumers across the globe. Our expertise has been deepened through our multi-year Global Affluent Tribe study of which has revealed the key common behavioral traits that unite this elusive target consumer segment regardless of culture or location. Our specialist Legacy Lab division helps brand leaders navigate the challenges of crafting a modern brand legacy. We provide an ever-expanding body of knowledge to give brands, old and new, the tools to leverage their heritage and innovate for the future.
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