Lexus today launched L Studio, a new web hub for creative innovation, featuring an eclectic mix of snazzy original web video content. Headlining the debut is Web Therapy starring and created by Lisa Kudrow (Friends) where she plays a less-than-stellar therapist offering sessions over video chat. Kudrow’s Fiona Wallace character delivers her smart brand of lingering awkwardness in perfect form. The first three episodes are up on L Studio, with Groudlings-alum Tim Bagley guest starring as Wallace’s first patient. Other actors coming up in the 15-episode season are Bob Balaban, Jane Lynch, Rashida Jones, and Dan Bucatinsky. The series is produced by Kudrow’s Is it or Isn’t It Entertainment.
The other scripted series rolling out soon on the site is Puppy Love from Sex and The City producer Amy B. Harris set to start October 6th. The 40-episode urban comedy charts the lives of a group of “dog lovers and those that love them,” according to the trailer for the series (below.) Notable cast members include Janel Moloney, Heather Burns and Famke Janssen.
The other videos on the site are all highly polished, yet maintain the air of open creative expression from their auteurs. There’s a few fascinating ones on Doors‘ bassist Ray Manzarek, another one on designer Patricia Field and even a feature piece on the Found Magazine story.
Essentially Lexus is aligning itself alongside premium content looking to further the brand beyond just its core base. Having complete control over what goes on its new channel is good way to make sure those ad dollars are well placed. Kudos to them for not forcing integration of the latest Lexus lineup into every series. This kind of gentle branding is a welcome refresher to some of the overly sponsored content coming out recently.
What do you think? Will you watch any of the new shows at L Studio?