Lexus pivots towards luxury in new direction from M&C Saatchi

15 November 2018

Creative Agency: M&C Saatchi (VIC)

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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

Music: Beck

Licensing: Level Two - Karl Richter, Mel Jong

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