Lexus is asking the public to create a commercial for the 2001 IS300 performance sedan. The luxury division of Toyota Motor Sales USA, Torrance, Calif., kicks off an online contest May 8 giving consumers the chance to create a 30-second TV spot for the car. Visitors to lexus.com can choose from 100 elements, including sound tracks and stock footage, to create the spot at an online edit bay through May 26. Cybersurfers can vote between June 5 and June 21 for the ad they think Lexus will choose, based on a creative briefing with judging criteria online. Two cars will be given away, and the winning spot will run June 29 on ABC's "Who Wants To Be A Millionaire." Lexus agency Team One
, El Segundo, Calif., co-developed the contest and will help in the judging. The contest isn't a response the the commercial actors strike that began this week. Ford Motor Co.'s Ford Division, Dearborn, Mich., recently allowed consumers to vote online for the actors and scenes for live TV spots for the Focus.
Copyright May 2000, Crain Communications Inc.