While the Lexus target market is very familiar with the brand, some consumers have a difficult time defining the specific personality and benefits of the individual models. The marketing objective put forth in the Sustaining Banner campaign brief was to clarify the unique position each vehicle should hold for the consumer. The target market for “Inner Child” was potential IS drivers: young, well-educated affluent men and women who are just beginning to realise their full potential in life. The banner set out to convey the dynamic personality of the IS by having the car kick up sand in a desert.