Lexus Australia releases ad for its first car created by a female designer

Lexus has promoted its UX car model by telling drivers how the car is able to predict their every move before it happens.

The ad, created by M&C Saatchi, features a woman driving through traffic as a set of hands, which form part of the car, pass her a coffee, put on her sunglasses and direct her through traffic.

The campaign, set to the soundtrack of Beck’s ‘I’m So Free’, promotes the UX SUV which is the first Lexus Australia car created by a female designer.

Lexus is aiming to evolve its brand to reflect a “modern luxury lifestyle” by drawing on its Japanese design and philosophies.

Emma Robbins, ECD at M&C Saatchi Melbourne, said in a statement: “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 is rolling out across TV, cinema, digital, social and experiential.

Vin Naidoo, senior manager of sales and marketing at Lexus, added: “This is the first step in the transformation of the Lexus brand in Australia. We’re excited to introduce new customers to Lexus through the all-new UX and to leverage our key partnership to maximise exposure around the launch.”


  • 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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