To celebrate the launch of the 2017 Lexus IS sports sedan, Lexus created a bolder, spicier customized version of the original: the Lexus Sriracha IS. By joining forces with the authentic, beloved sauce made by Huy Fong Foods, Lexus turns up the heat with custom auto detailing, foodie finishes and an arsenal of Sriracha within easy reach for emergency situations. The specially modified vehicle will be on display at The Los Angeles Auto Show from Nov. 18–27 at the Los Angeles Convention Center.
“The new Lexus IS is so hot, we decided to make it Sriracha hot, with all the custom details every Sriracha fan will appreciate,” said Brian Smith, Lexus vice president of marketing.
“I feel so humbled to see my Lexus and Sriracha friends’ love for my hot sauce,” said David Tran, CEO and founder of Huy Fong Foods. “The Lexus Sriracha IS is really the perfect mix for a ‘hot’ and ‘spicy car’ – just the way I like it.”
To bring the concept to life, Lexus commissioned the elite crew at West Coast Customs. Lexus also created a light-hearted video for fans to enjoy. “Sriracha In Everything” highlights the vehicle’s custom details and how Sriracha makes everything hotter.
CREATIVE CREDITS:
Chief Creative Officer: Chris Graves
Executive Creative Director: Alastair Green
Associate Creative Director: Amanda Abrams
Associate Creative Director: Ryan DiDonato
Digital Art Director: Adam Bright
Copywriter: Eric Jorgensen
Photographer: Matt Hartz
Producer: Kerry Ko
Art Producer: Katie Buntsma
Group Account Director: Joel Dons
Management Supervisor: Trina Sethi
Assistant Account Executive: Mike Mattoon
Associate Media Director: Scott Thornton
Associate Media Director: Elaine Evangelista
Media Supervisor: Melissa Lam
Media Planner: Sherie Hodges
Media Planner: Rachel Bensimon
Program Manager: Jamie Lau
Project Manager: Laura Schluckebier
Associate Project Manager: Chadwick Daniel
Post Production: Team One Multimedia (TOM)
Car Customization: West Coast Customs