Lexus launches ‘Take Control of Your Journey’ brand campaign via M&C Saatchi, Melbourne

M&C Saatchi Melbourne has created a new campaign for the Lexus Passenger line, a continuation of the Lexus brand platform ‘We’ve Been Expecting You’.

The ‘Take Control of Your Journey’ campaign shows how Lexus anticipates its customers’ needs, inspired by the Japanese philosophy of Omotenashi. Omotenashi describes the unique Japanese approach to hospitality.

The campaign showcases Lexus owners and the empowering moment when they take control of their journey, their Lexus affording them power and control – in life, and behind the wheel.

Says Vin Naidoo, head of marketing, Lexus Australia: “At Lexus, we anticipate the needs of our customers on their journey but recognise they are ultimately in control. Our new campaign elegantly captures this sentiment.”

Says Emma Robins, executive creative director, M&C Saatchi Melbourne: “This campaign continues to separate Lexus from other luxury car brands by creating a unique and authentic position to speak to customers from. Unlike the competitors, Lexus doesn’t believe your car defines who you are. You do.”

Agency: M&C Saatchi, Melbourne
Chief Creative Officer – Cam Blackley
Executive Creative Director – Emma Robbins
Creative Director – Russel Fox
Associate Creative Director – Shannon Crowe
Client Services Director – Callum Walker
Account Director – Cameron Green
Account Manager – Sam Siddons
Senior Planner – Ryan Smith
Senior Producer – Julie Rutherford
Production house – FINCH
Director – Christopher Riggert
Producer – Kate Menzies
Post Production house – The Editors
Music composition – Pivot Audio LA
Sound house – Nylon
Casting – Nick Hamon Casting