El Segundo, CA - Andy Roddick will star in Lexus' upcoming advertising campaign celebrating its role as Official Vehicle of the 2007 US Open and Presenting Sponsor of the US Open Men's Singles Championship. The TV commercial debuted on Aug. 25, just in time for the start of the Grand Slam tournament.
Titled "The Big Back Up," the spot showcases the automaker's IS sport sedan as Lexus-sponsored tennis pro Andy Roddick curiously follows a lone tennis ball throughout the city with the help of the vehicle's back up camera. The ball leads him through parking garages and alleys, finally stopping in the middle of a tennis court at Flushing Meadows. The roar of the crowd is the backdrop as Roddick imagines himself playing in the final match at the US Open. The spot has been created by Team One, El Segundo, part of the Saatchi & Saatchi Network, and will air on CBS, USA Network and Tennis Channel.
"Andy Roddick is the Lexus IS personified," said Steve Jett, Lexus national marketing communications manager. "Both Andy and the IS represent power and performance, two attributes that are critical for succeeding during the US Open. The broadcast spot highlights the precision and speed of the vehicle and we feel Andy is the perfect person to really demonstrate what the IS can do!"
Lexus will also debut tennis-related print, online and out-of-home elements to support the US Open sponsorship. A four-page print ad will run in the US Open program and Tennis Championship Magazine. The US Open program is available during the 15 day event and Tennis Championship Magazine is available at various United States Tennis Association (USTA) championship-level tennis tournaments throughout the year. Out-of-home advertising includes the Jumbotron in Times Square during the first week of Sept. and online visibility on USOpen.org, USTA.com, CBS Sportsline and ESPN.com.
Other US Open sponsorship elements include the award of an all new Lexus IS F performance sedan to the Men's Singles Champion and several on-site programs and activities during the two week tournament. Additionally, there will be Lexus giveaways throughout the event, including miniature tennis balls that can be redeemed for prizes at the Lexus Performance Pavilion and Lexus cap giveaways on Lexus Day, Sept. 9, 2007.
For more information about Lexus at the US Open, visit www.myownpursuit.com
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