Lexus Brings Passion To The Luxury Car Market

Until now the quiet achiever in the luxury car market, Lexus has abandoned its function over form approach and emerged with a stylish new range of vehicles, and a bold new advertising campaign determined to take on the Germans.

 

The aspirational new brand campaign from Saatchi & Saatchi Sydney, injects bold new feelings of passion and desire into Lexus’ image. They partnered up with @radical.media for direction and production on the campaign.

 

Specifically, ‘waku doki’- a Japanese term, President and Chief Executive of parent company Toyota Motor Corporation, Akio Toyoda, is fond of. Literally translating to ‘heart-pumping’ or ‘adrenaline racing’, Toyoda sees it as the must-have factor for all Lexus vehicles designed on his watch.

 

“People are already talking about the re-invention of the brand,” says Lexus Australia Corporate Manager of Marketing and After Sales, Peter Evans.

 

“This new Lexus range gives drivers a complete experience; pride, passion and performance, in one very elegant package.”

 

Saatchi & Saatchi ECD Damon Stapleton says that reaching the trend-setting, technology-savvy, fast-moving, 35+ audience that Lexus seeks to impress, requires a very genuine approach.

 

“Let’s face it, we drive luxury cars because of how it makes us feel, so we thought it was important to find a way to share what driving a Lexus actually feels like,” he says.

 

The Lexus 2012 campaign begins with the launch of the flagship all-new GS followed by campaigns for the entire range incorporating TV, print, point of sale and digital media.

 

The campaign is a bold move for a brand that has run under the radar in the luxury vehicle space in recent years.

 

“We felt that it was time to cement the Lexus brand to the luxury status the vehicles command,” says Evans.

 

With the W-factor at the core of the new range Lexus plans to bring a bit of swagger to the brand, and capture the hearts and minds of drivers looking for new, exhilarating challenges and opportunities.

 

Click the link to view the work (select 'AU' tab) http://bit.ly/JGMFoz

 

 

Credits

 

Saatchi & Saatchi 

Executive Creative Director: Damon Stapleton

Creative Director: Steve Carlin

Creative team: Steve May/Nils Eberhardt

Executive Planning Director: Jason Lonsdale

Planning team: Jonathan Daly/Bonnie MacTavish

Group Account Director: Jasmin Barnes

Account Director: Lizzy Bourke 

 

@radical.media Sydney 

Director: Christian Aeby 

Executive Producers: Ian Fowler & Holly Alexander

Producer: Melissa Weinman

DoP: Robert Humphreys

Editor: Simon Njoo - Method Studios

VFX: Heckler