'Speed Camera' is an execution which focuses upon the power and performance of the IS300. The idea consists of a photograph of a IS300 (beauty shot) sitting on a billboard site. Immediately in front of the billboard sits a speed camera, with the lens pointing directly at the car itself. The idea is both humourous, confident, and emphasises the performance of the IS300. Target are predominantly male 25-35 year age group. They are typically professional people who are in middle management positions. Whilst they are busy people that are time poor, they have a busy social life, frequenting more upmarket establishments and restaurants such as Long Grain etc.