Peach
Hobby home page
liahome
Electriclime gif
IPA Banner Global Recognition
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

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

Creative 201 Add to collection

The Feds' Graeme Burfoot captures a 'brand new luxury' in new spot

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

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.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Production Company

Director: Graeme Burfoot

Executive Producer: Michael Cook

Producer: Julianne Shelton

Production Company: The Feds

Creative Agency

Creative Agency: M&C Saatchi

Art Director: Ant Larcombe

Executive Creative Director: Ben Welsh

Group Account Directors: Paula Marreiros

TV Producer: Loren August

Client

Advertiser: Lexus

Genres: Scenic

Categories: Automotive, Cars

M&C Saatchi Sydney, Mon, 27 Oct 2014 10:51:15 GMT