Lexus Australia has launched its NX campaign, the next iteration of its ‘For those who dare to step forward’ positioning, with the help of the folk over at M&C Saatchi.
The narrative weaves in the story of Sydney Dance Company’s award-winning performer David Mack to showcase the new luxury NX range.
The campaign creative focuses on the parallel themes of Mack’s journey in making his life what it is today and Lexus’ brand tenet to celebrate those who dare to step forward.
“Growing up, I was an athlete, a runner. However, I knew in my heart what I really wanted to do was be a dancer despite what others may have thought. I made a decision to make this happen for myself,” Mack said.
The campaign also signifies a new sponsorship between Lexus and Sydney Dance Company that continues the luxury car marque’s commitment to supporting emerging arts talent. In particular artists committed to breaking through in their respective fields in line with Lexus’ ‘As their story is our story’ ethos.
The Sydney Dance Company partnership will see Lexus support the path of aspiring dancers in their pre-professional year, giving them the resources to help them breakthrough. The program echoes Lexus’ continued support of Design and Film via The Lexus Design Awards and the global Lexus Short Film competition and the Lexus Australia Short Film Fellowship in partnership with Sydney Film Festival.
Lexus Australia corporate manager Adrian Weimers said, “David Mack’s experience truly embodies the Lexus brand and mindset that goes into the development of our vehicles. We’re delighted to collaborate with him. His story is our story as we take the bold steps needed crafting the best vehicle for our customers.”
M&C Saatchi Sydney chief creative officer Andy Dilallo added, “Late last year we had the world’s best wing suit pilot Jeb Corliss jumping from a plane to launch Lexus’ ‘For those who dare to step forward’ positioning – an obvious act of bravery that was ideal for making a big splash.
“To evolve the story and showcase Lexus’ authentic new depth of attitude we wanted a more internal commitment to making brave decisions and David Mack was the perfect person for this.”
The campaign launched with a 30-second spot that went live across TV, cinema and digital on Sunday 17 April, alongside a number of social content films and activations.