The campaign is the first from M&C Saatchi Melbourne since the account transition from the Sydney office.
M&C Saatchi Melbourne has launched a campaign for Lexus celebrating it’s UX model - the first to be designed by a female.
The new ad features a woman on her way to work guided by helping hands that anticipate her every need.
The campaign aims to evolve the brand to reflect a modern luxury lifestyle by leaning into its Japanese philosophies and tries to captivate its audience with the soundtrack of Beck’s “I’m So Free”.
Lexus senior manager of sales & marketing Vin Naidoo said the campaign is the first step in the transformation of the Lexus brand.
M&C Saatchi Melbourne executive creative director Emma Robbins said: “When Lexus creates a new SUV that can sense you approaching, remembers how you like to drive and knows when to switch to Self-charging Hybrid Electric, it really does feel like it’s human. So, this idea felt really right. Beck thought so too.”
The campaign will roll out across TV, cinema, digital, social and experiential activations and follows the brand's first year as naming rights sponsor of the Lexus Melbourne Cup.
Client: Lexus Australia
CEO: Scott Thompson
Senior Manager, Sales & Marketing: Vin Naidoo
Manager, Marketing: James Curtis
Senior Advertising Co-ordinator: Lucy Shearer
CCO - Cam Blackley
ECD - Emma Robbins
CD - Russel Fox
Senior Copywriter - Siobhan Fitzgerald
Head of Planning - Jill Manester
Client Services Director - Callum Walker
Senior Account Director - Symon van Haalen
Senior TV Producer - Julie Rutherford
Prod Co: GoodOil
Director: Joel Kefali
Producer: Andrew McLean
Edit: Jack Hutchings - the Butchery
Producer: Freya Maddock
Visual effects: ALT VFX
Sound design: Nylon Studios Melbourne - Paul LeCouteur
Sound Producer: Ceri Davies
Licensing: Level Two - Karl Richter, Mel Jong