senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

M&C Saatchi Sydney Sings a New Symphony for Lexus Campaign

27/10/2014
Agency
Sydney, Australia
57
Share
The Feds' Graeme Burfoot captures a 'brand new luxury' in new spot

The wraps have come off the new Lexus brand positioning with the launch of the NX crossover model via M&C Saatchi’s first brand campaign for the luxury car marque.

The ‘This is the New Lexus’ campaign centres on ‘progressive new luxury, leaving old luxury behind’ in the first of a number of model launches to target a new and younger audience.

The 60 and 30-second TVCs begin with the new NX being driven along a picturesque woodland lane to a classical music soundtrack. However, the driver becomes increasingly agitated with the highbrow musical accompaniment and pulls over to reveal a twist and make a change that renders everything new. The TVC fulfills the brief, to ‘provoke an unexpected reaction’.


In addition to the TVC that went to air last night, the campaign rolls out with digital, outdoor, Print, CRM, dealerships and collateral executions. 

Lexus Australia CEO Sean Hanley said: “This is a landmark campaign for us that perfectly captures the bold new direction we are taking Lexus.

“The bottom line is that Lexus is broadening its brand appeal across a far greater audience, so it was key to engage the audience with a more provocative, confident brand. 

“We have always had a great product and leading customer service, but it was time to take it to another level.

“M&C Saatchi has achieved this with a real statement of change to launch our NX Crossover, the first of many exciting new models that we will bring to market.”

M&C Saatchi Executive Creative Director Ben Welsh said: “It’s great to be back behind the wheel of a major car brand, especially one with such bold ambition and appetite to really shake things up. It’s an exhilarating journey to be on with them.”

In June Lexus appointed M&C Saatchi to a full brand and retail remit following a pitch.

Brand
Agency / Creative
Production
SIGN UP FOR OUR NEWSLETTER
Work from M&C Saatchi Group AUNZ
The Plastic Forecast Case Study
Minderoo Foundation
03/09/2024
9
0
We're Stegglers for Family
Steggles
05/08/2024
18
0
A Win's A Win
BWS
16/11/2023
29
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0