Campaign: M&C Saatchi Unveil New Lexus Brand Positioning

Campaign: M&C Saatchi Unveil New Lexus Brand Positioning

The wraps have come off the new Lexus brand positioning with the launch of the NX crossover model via M&C Saatchi’s first brand campaign for the luxurycar marque.

The ‘This is the New Lexus’ campaign centres on ‘progressive new luxury, leaving old luxury behind’ in the first of a number of model launches to target a new and younger audience.

The 60 and 30-second TVCs begin with the new NX being driven along a picturesque woodland lane to a classical music soundtrack.

However, the driver becomes increasingly agitated with the highbrow musical accompaniment and pulls over to reveal a twist and make a change that renders everything new.

The TVC fulfills the brief, to ‘provoke an unexpected reaction’.

In addition to the TVC, the campaign rolls out with digital, outdoor, Print, CRM, dealerships and collateral executions.

Lexus Australia CEO Sean Hanley said: “This is a landmark campaign for us that perfectly captures the bold new direction we are taking 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.

“We have always had a great product and leading customer service, but it was time to take it to another level.

“M&C Saatchi has achieved this with a real statement of change to launch our NX Crossover, the first of many exciting new models that we will bring to market.”

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.”

In June Lexus appointed M&C Saatchi to a full brand and retail remit following a pitch.

 




Please login with linkedin to comment

Clemenger BBDO Sydney Mobile Hub Networking Qantas

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]