Advertising for lawyers, particularly law firms providing services to individuals, is usually direct response advertising which presents different advertising issues than those seen in traditional TV brand advertising.

A recent TV commercial for Lexus focuses on its rotating headlight which rotates 15 degrees in either direction, left or right, following direction of the steering wheel. This could have been a great commercial except one key ingredient is missing. This is a brand commercial which mentions only the headlight and has forgotten the importance of branding Lexus’ image of luxury. The Lexus web site states “No matter where you travel, take your luxury accommodations with you.” Luxury is the image Lexis has chosen for its brand. The image must be accomplished in every portrayal of the brand. In pure brand commercials such as for Lexus, a commercial can highlight an important feature, however, the feature should tie into one single overall branding scheme. In the Lexus TV commercial, the advanced headlight system should be portrayed as the newest feature in luxury accommodations. This consistent branding scheme establishes Lexis as the leader in automobile luxury.