When Lexus asked Jeb Corliss, wingsuit pilot and base jumper, to drive the new RX, he did it the only way he could - jumping from a plane.
In a film, from M&C Saatchi and The Media Store, Corliss jumps from a plane 12,000 feet above sea level, flies via a wingsuit and lads on a flat-bed trailer carrying new Lexus model, RX.
Lexus Australia corporate manager Adrian Weimers said the ad taps into Lexus' new confident mindset, as part of its rebrand at the end of last year.
“Jeb Corliss personifies the Lexus mindset embodied in designing the all-new Lexus RX luxury SUV – of being bold and brave," Weimers said.
In addition to the film, which runs on TV, cinema and digital, viewers will be involved through social content films to share the anticipation leading to the jump.
Lexus will also unveil a 360-degree virtual reality experience on YouTube collaboration with Rapid VR and Google, which shows the jump from Corliss' perspective.
M&C Saatchi Sydney chief creative officer Andy Dilallo said: “It took a brave client to step forward and set up delivery of their first RX in such a daring way. In taking a risk and creating this content, Lexus has produced iconic work with a fresh and unique brand perspective."