Lexus has launched its first brand campaign with M&C Saatchi, positioning it as a luxury car with enough grunt to kick a classical orchestra out of the backseat.
The "This is the New Lexus" campaign does exactly what it says: with a focus on "progressive new luxury leaving old luxury behind." The TVC shows the NX crossover model being driven down a picturesque woodland lane with classical music being played in the background.
But instead of being driven by someone who looks like they belong on a monopoly board, this driver is young, cool and apparently sick of carting a three-piece orchestra around in his backseat. He orders the classical music players out of his car, revs up the engine and leaves.
Lexus Asutralia CEO Sean Hanley said the campaign captures a new direction of Lexus.
"The bottom line is that Lexus is broadening its brand appeal across a far greater audience, so it was key to engage the audience with a more provocative, confident brand," Hanley said.
M&C Saatchi won Lexus's full brand and retail account at the end of May, following a pitch that included Saatchi & Saatchi and Oddfellows.
Speaking of the campaign, M&C Saatchi executive creative director Ben Welsh said: "It’s great to be back behind the wheel of a major car brand, especially one with such bold ambition and appetite to really shake things up. It’s an exhilarating journey to be on with them.”
The campaign will roll out on digital, outdoor, print CRM, dealership and collateral executions.
Campaign Credits:
Client: Lexus Australia
Agency: M&C Saatchi
Executive Creative Director: Ben Welsh
Creative Director: Paul Dunne
Head of Art: Ant Larcombe
Group head: Nick Russo
Group Account Director: Paula Marreiros
Account Director: Lauren Trace
Director: Graeme Burfoot
Production Company: The Feds
Producer: Julianne Shelton
Executive Producer: Michael Cook
Senior TV Producer: Loren August
