Lexus builds on “risk” platform with new campaign

Rachael Micallef
By Rachael Micallef | 19 April 2016

Lexus is exploring the passion to be bold and take risks, with a new campaign featuring Sydney Dance Company's David Mack, for the new NX range.

The campaign, by M&C Saatchi, continues its brand positioning 'For those who dare to step forward', which saw the brand develop an electroluminescent heartbeat car last year.

This time around, Lexus weaves in the story of Mack, who was bold enough to take the steps necessary to become one of Australia’s most renowned dancers, to showcase the NX range of cars.

Lexus Australia corporate manager Adrian Weimers says: “David Mack’s experience truly embodies the Lexus brand and mindset that goes into the development of our vehicles. We’re delighted to collaborate with him. His story is our story as we take the bold steps needed crafting the best vehicle for our customers.”

The campaign launched on Sunday with a 30-second TV spot alongside cinema, digital and a number of social content and activations.

The campaign also kicks off a new sponsorship between Lexus and the Sydney Dance Company, which will see the car brand support the path of aspiring dancers in their pre-professional year, to give them the resources to help[ them succeed.

It follows the first iteration of the brand platform, which saw wing suit pilot and base jumper Jeb Corliss jump from a plane onto a flat-bed trailer carrying the RX model.

M&C Saatchi Sydney chief creative officer Andy Dilallo says Mack's story signifies what the Lexus brand is all about.

“Late last year we had the world’s best wing suit pilot Jeb Corliss jumping from a plane to launch Lexus’ ‘For those who dare to step forward’ positioning - an obvious act of bravery that was ideal for making a big splash,” Dilallo says.

“To evolve the story and showcase Lexus’ authentic new depth of attitude we wanted a more internal commitment to making brave decisions and David Mack was the perfect person for this.”

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