Lexus tells people to ‘take control’ with ad featuring woman leaving her husband

Lexus has continued its ‘We’ve been expecting you’ brand platform, with a new campaign showing people taking control of their lives by driving off in their Lexus vehicles.

The campaign film, titled ‘Take Control of Your Journey’, shows a woman leaving her husband and a man quitting his job stating ‘It just isn’t me’.

According to M&C Saatchi, which was behind the campaign, the ads were inspired by the Japanese philosophy of Omotenashi, which describes the Japanese approach to hospitality.

Lexus Australia head of marketing, Vin Naidoo, said: “At Lexus, we anticipate the needs of our customers on their journey but recognise they are ultimately in control. Our new campaign elegantly captures this sentiment.”

M&C Saatchi Melbourne executive creative director, Emma Robins, said: “This campaign continues to separate Lexus from other luxury car brands by creating a unique and authentic position to speak to customers from. Unlike the competitors, Lexus doesn’t believe your car defines who you are. You do.”


M&C Saatchi
Chief Creative Officer – Cam Blackley
Executive Creative Director – Emma Robbins
Creative Director – Russel Fox
Associate Creative Director – Shannon Crowe
Client Services Director – Callum Walker
Account Director – Cameron Green
Account Manager – Sam Siddons
Senior Planner – Ryan Smith
Senior Producer – Julie Rutherford

Production house – FINCH
Director – Christopher Riggert
Producer – Kate Menzies
Post Production house – The Editors
Music composition – Pivot Audio LA
Sound house – Nylon


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