Luxury car brand Lexus aims to shed stuffy image in first campaign from M&C Saatchi
M&C Saatchi has unveiled its first work for luxury car brand Lexus with a campaign which looks to shed the car brand’s stuffy image and grow the appeal among a newer, younger audience.
Lexus described it as a “bold new direction” for the company as it bids to position the brand as more “provocative and confident” M&C Saatchi won the pitch for the business in May, ousting incumbents Saatchi & Saatchi and Oddfellows.
https://www.youtube.com/watch?v=hkFC05bTXso
In the TV ads to showcase the new NX crossover model shows the car is being driven sedately along a picturesque woodland lane to a classical music soundtrack.
A car ad that doesn’t take itself too seriously, nice touch M&C.
Great ad, better than the Camry dad cardigan ad…
I think they get that just right.
It’s a bit literal, isn’t it? Not very sophisticated execution of the strategy
Wow they’ve convinced me Lexus isn’t stuffy! And it was so funny I grinned a little to myself.
How could anyone resist buying a Lexus after having their brand perception so powerfully transformed?
For the first time Lexus really speaks to me as an every man kind of brand. Brilliant work M&C! You’re going to have Aussies lining up to get their hands on one of these little beauties!