Lexus, 23andMe Launch 'Genetic Select'

Lexus, 23andMe Launch 'Genetic Select'

Finding the perfect vehicle that meets your every need was once only a fantasy, but now it’s becoming reality. Through a partnership with 23andMe, Inc., the leading personal genetics company, Lexus will soon offer the ultimate answer to vehicle customization. Genetic Select is a revolutionary new car buying experience that takes the only thing that matters into consideration when selecting a vehicle—the driver.

Dallas-based charlieuniformtango handled production, post and audio mix on the project.

“We are so proud to have been a part of this exciting campaign announcing Genetic Select by Lexus," said Lola Lott, charlieuniformtango principal and CEO. "What could be better than knowing you are a perfect genetic match for your vehicle? We had a blast working with Team One and 23andMe, and appreciate the opportunity to partner with such a prestigious team.”

Genetic Select will be available starting April 1 at Lexus dealerships. Genetic Select’s patented DNA sequencing model-to-model technology will pair drivers to a Lexus vehicle that’s tailored to their every characteristic. The landmark innovation can accurately predict—based on the driver’s DNA—which vehicle is the right choice. For example, if the customer does not have a genetic variant for bald spots, the car will come equipped with a sun roof. Or those genetically prone to more freckles will receive custom window tinting. In fact, 23andMe’s understanding of genetic variants is so precise, Genetic Select will enable Lexus to deliver the perfect color, trim, horsepower allotment, seating configuration, and radio presets, within a 99.99967 percent degree of accuracy. It will be impossible to tell where the driver ends and where the car begins.

“Lexus has always obsessed over crafting an individual experience for customers, both in selecting their vehicle, as well as in the ownership process,” said Cooper Ericksen, Lexus vice president of marketing. “Exceeding customers’ expectations is in the Lexus DNA. Now, we’re taking it to the next level by tapping into our customers’ DNA, too.”

The Genetic Select appointment takes about 10 minutes and doesn’t involve a single signature or question. Lexus’ service staff will collect a saliva sample and send it off to 23andMe for sequence testing. Within 48 hours, the perfect vehicle will arrive at the customer’s doorstep. The driver won’t even need a key to operate it—the revolutionary new saliva-powered start-system operates via a DNA ignition sensor on the steering wheel. Just lick and drive. Customers can make their appointments at their local Lexus dealerships starting April 1.


Title: “Genetic Select”

Client: Lexus

Year: 2018 (Airdate 4/1/18)

Agency: Team One

Associate Director Business Affairs: Janet Anderson

Senior Producer: Leah Bohl

Executive Producer: Sam Walsh

Chief Creative Officer: Chris Graves

Group Creative Director: Craig Crawford

Group Creative Director: Jon Ruppel

ACD/Art Director: Austin Muncy

Copywriter: Jason Brady + Andrew Crawford

Senior Project Manager: Erica Hara

Account Management Supervisor: Jourdin Hendrix

Production Company: charlieuniformtango

Executive Producer: Jeff Elmore

Director: Paul Goldman

Producer: Max Simpson

DP: Peter Simonite

Editorial Company: charlieuniformtango

Executive Producer: Mary Alice Butler

Editor: Jack Waldrip

Assistant Editor: Andrea Norby

President/CEO: Lola Lott

Post-Production Company: charlieuniformtango

VFX Supervisor: David Hannah

Flame Lead: Allen Robbins

Flame: Artie Pena

Motion Graphics: Tony Wann

Post Producer: Andrea Norby

Telecine: Adolfo Martinelli

Colorist: Adolfo Martinelli

Music Co: Founder

Composer: Founder

Creative Director: Christian Pulfer

Executive Producer: Christian Pulfer

Voiceover: Minnie Driver

Recording Studio: charlieuniformtango

Sound Mixer: Jake Kluge

Assistant Audio: Chris Walker