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.
Emma Robbins, Executive Creative Director, for M&C Saatchi Melbourne, said: “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.”
Vin Naidoo, Senior Manager, Sales & Marketing for Lexus, said: “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.
Client: Lexus Australia
CEO: Scott Thompson
Senior Manager, Sales & Marketing: Vin Naidoo
Manager, Marketing: James Curtis
Senior Advertising Co-ordinator: Lucy Shearer
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
Prod Co: 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
Licensing: Level Two – Karl Richter, Mel Jong