“GENETIC SELECT” APRIL FOOLS’ DAY
Each year, Lexus breaks new ground with their April Fools’ Day stunt. This year was no exception as Team One partnered with 23andMe to introduce Genetic Select, the world’s first car-buying experience that uses human genetics to pair you with the car of your genes. But the partnership didn’t stop there. We also teamed up with Lexus ambassadors, like Jason Day and Scott Pruett, to create faux pairings, calling out their unique characteristics to match them with the perfect Lexus, and sharing these pairings across their social channels, as well as on the Lexus and 23andMe channels. Then following up our industry-first TV run from last year, we created a 30-second broadcast version that ran on Comedy Central, IFC and during Saturday Night Live. Turns out you don’t always have to spit in a tube to create the perfect pairing.