Or does all substance have to be rational, analytical, and boring?

Substance can be the statement you make.
The attitude you celebrate.
The perspective you inspire.
Or the swagger you empower.
It can be your declaration of independence.

And when you’re launching the Lexus IS against the category convention of the BMW 3 Series, you position it as a disruptive alternative to the boring status quo. Or, as the copy courageously declares:

Some things are designed to draw crowds.
Others are designed to leave them behind.

Because, why Blend In when you can Blend Out?