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.”
Credits
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
A campaign inspired by hospitality that depicts divorce? Makes sense…. but seriously?
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Scenario 1: Don’t like my job so I’ll quit and drive my Lexus. A week later I’ll have to sell it as I have no job and it was probably leased. Scenario 2: Leave partner and soon sell Lexus to pay for family court costs. Two negative scenarios with no positive outcome. So why do I want a Lexus? Go watch the latest Mercedes ad in full (4 min version); that one is inspiring and has a fantastic song by Michael Kiwanuka.
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