Lexus Andy Roddick "The Big Back Up"

In "The Big Backup," a new spot breaking Saturday, Roddick is seen driving along a New York street when he is enticed by a yellow tennis ball into a high-performance chase, much of it backwards, using the car's rearview camera and accident-avoidance features, all the way to the U.S. Open court, where the ball comes to rest. There are 30- and 45-second executions, each ending with the familiar tagline, "The relentless pursuit of perfection."

Phil Joanou, via MJZ in Los Angeles, directed the spots. The spot was developed by Lexus agency Team One in El Segundo, Calif., with group creative directors Gavin Lester and Jon Pearce working under ecd Chris Graves.

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