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.

Credits

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

Music: Beck

Licensing: Level Two – Karl Richter, Mel Jong