Lexus Europe has unveiled its latest campaign, ‘The Art of Standing Out’, bringing to life classic and modern works of art to celebrate the expressive design of its new NX.
The multichannel campaign from The&Partnership will break with a 60” film, in which a couple’s trip through the city transforms into a journey through some of the world’s most famous works of art.
As the couple drive through the city streets, everyday scenes reveal themselves as remarkable real-life recreations of masterpieces such as Johannes Vermeer’s ‘Girl with a Pearl Earring’, Van Gogh’s ‘Sunflowers’, Jeff Koons’ ‘Balloon Dog’, Piet Mondrian’s ‘Composition A’ and Georges Seurat’s ‘Bathers at Asnieres’.
Created by CHI&Partners and directed by Ne-O through Stink, the film concludes on a to-scale studio recreation of Edward Hopper’s iconic ‘Nighthawks’.
The campaign will air across Europe, spanning TV, print, digital and social media – with media planning and buying from The&Partnership’s media agency m/SIX. The work will also be supported digitally through a bespoke programmatic media strategy, targeting customers with tailored edits in the environments most relevant to them.
Micky Tudor, Joint Executive Creative Director at CHI&Partners, said: “As Lexus is famed for its exquisite design credentials, we felt it would be fitting to pay homage to some of the world’s greatest works of art in this new campaign for the new NX. It’s been a pleasure to see such a simple idea delivered so beautifully by Ne-O, too – the attention to detail is phenomenal, and the work has been crafted to within an inch of its life.”
Michael Tripp, General Manager, Brand Communications, Lexus Europe, said: “The idea behind this campaign has an elegant simplicity to it that we immediately bought into, linking the striking design of the new NX to the world of art. This vehicle captures your attention and stands out on the road, and we wanted to reflect that in the work.”
The striking new Lexus NX features the signature Spindle Grille and brave design elements that have become synonymous with Lexus, both on the exterior body work and within the luxury cabin. Powered by the revolutionary self-charging Lexus Hybrid Drive train, the NX is at home in the city – making city streets the perfect backdrop for the film.