Lexus launches its compact hybrid electric SUV with latest campaign via M&C Saatchi, Melbourne
M&C Saatchi Melbourne has created a campaign for the launch of the Lexus compact SUV set to the soundtrack of Beck’s “I’m So Free”.
The Lexus UX was designed by the manufacturer’s first female designer and is built to anticipate the driver’s every need with the TVC demonstrating its uncanny ability to be one step ahead.
The campaign signals the first step by Lexus Australia in evolving the brand to reflect a modern luxury lifestyle by leaning into its Japanese philosophies and design credentials.
Says Emma Robbins, Executive Creative Director at M&C Saatchi Melbourne: “When Lexus creates a new SUV that can sense you approaching, remembers how you like to drive and knows when to switch to Self-charging Hybrid Electric, it really does feel like it’s human. So, this idea felt really right. Beck thought so too.”
Adds Vin Naidoo, Senior Manager, Sales & Marketing for Lexus: “This is the first step in the transformation of the Lexus brand in Australia. We’re excited to introduce new customers to Lexus through the all-new UX and to leverage our key partnership to maximise exposure around the launch.”
The campaign will roll out across TV, cinema, digital, social and experiential activations and follows the brand’s first year as naming rights sponsor of the Lexus Melbourne Cup.
CCO: Cam Blackley
ECD: Emma Robbins
CD: Russel Fox
Senior Copywriter: Siobhan Fitzgerald
Head of Planning: Jill Manester
Client Services Director: Callum Walker
Senior Account Director : Symon van Haalen
Senior TV Producer: Julie Rutherford
Production Company: Goodoil
Director: Joel Kefali
Producer: Andrew McLean
Edit: Jack Hutchings – the Butchery
Producer: Freya Maddock
Visual effects: ALT VFX
Sound design: Nylon Studios Melbourne – Paul LeCouteur
Sound Producer: Ceri Davies
Music: Beck
Licensing: Level Two – Karl Richter, Mel Jong
Client: Lexus Australia
CEO: Scott Thompson
Senior Manager, Sales & Marketing: Vin Naidoo
Manager, Marketing: James Curtis
Senior Advertising Co-ordinator: Lucy Shearer
9 Comments
Bravo, it’s not easy getting such a simple and clever idea across the line, in one piece. You did it with class.
https://www.youtube.com/watch?v=jJ2yGIYMWwo
Very good, simple, not overcooked, well executed.
Nice M&C & Co.
I would call you a fool, but you’re an idiot.
Thing! Get back in your box!
It’s easy to slag off other people’s ads, and I’m not going to.
What I am going to say, hopefully constructively, is that without mentioning any real-world innovations, this just becomes ridiculous hyperbole. It’s fine to exaggerate the benefits – just tie them back to actual benefits.
Someone got Beck on the soundtrack. Better than the usual abrasive gapfiller music. Nice.
Decent idea, doesn’t change the world with the execution but it’s great territory.
Why so defensive? It’s not really worth getting angry about.
Crap is crap any which way you shine it.