Lexus is traditionally known for luxury, not performance. This banner changed perceptions of the GS by focusing on its enhanced performance. Our target is independent-minded, successful men with a passion for driving. They need a sophisticated luxury car that fits their image, and they desire one with real performance. This banner begins with a creative message integrated with the overall launch campaign. However, it incorporates a final end frame with different tabs so the user can find more GS information within the banner. The user is also able to visit the GS launch site even after interacting with the tabs.

The phones have been ringing non-stop at Lexus. The majority of dealers have called this concept the most effective piece of direct mail they've seen in 14 years, and qualified customers have been flocking to the dealerships.