M&C Saatchi Creates ‘Take Control Of Your Journey’ Campaign For Lexus

M&C Saatchi Creates ‘Take Control Of Your Journey’ Campaign For Lexus

M&C Saatchi Melbourne has created a new campaign for the Lexus Passenger line, a continuation of the Lexus brand platform ‘We’ve Been Expecting You’.

The ‘Take Control of Your Journey’ campaign shows how Lexus anticipates its customers’ needs, inspired by the Japanese philosophy of Omotenashi.

Omotenashi describes the unique Japanese approach to hospitality.

The campaign showcases Lexus owners and the empowering moment when they take control of their journey, their Lexus affording them power and control – in life, and behind the wheel.

Watch the TVC below:

Lexus Australia head of marketing Vin Naidoo said: “At Lexus, we anticipate the needs of our customers on their journey but recognise they are ultimately in control.

“Our new campaign elegantly captures this sentiment.”

M&C Saatchi Melbourne executive creative director, Emma Robins said: “This campaign continues to separate Lexus from other luxury car brands by creating a unique and authentic position to speak to customers from.

“Unlike the competitors, Lexus doesn’t believe your car defines who you are. You do.”


Chief Creative Officer – Cam Blackley

Executive Creative Director – Emma Robbins

Creative Director – Russel Fox

Associate Creative Director – Shannon Crowe

Client Services Director – Callum Walker

Account Director – Cameron Green

Account Manager – Sam Siddons

Senior Planner – Ryan Smith

Senior Producer – Julie Rutherford

Production house – FINCH

Director – Christopher Riggert

Producer – Kate Menzies

Post Production house – The Editors

Music composition – Pivot Audio LA

Sound house – Nylon

Please login with linkedin to comment

Lexus M&C Saatchi Melbourne

Latest News