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.

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.

But the driver becomes fed-up with with the highbrow music and pulls over to kick out three classical musicians sitting in the back seat. The voiceover then declares: “This is the new Luxus”.

Lexus Australia CEO Sean Hanley said: “This is a landmark campaign for us that perfectly captures the bold new direction we are taking Lexus. The bottom line is that Lexus is broadening its brand appeal across a far greater audience, so it was key to engage the audience with a more provocative, confident brand.

“We have always had a great product and leading customer service, but it was time to take it to another level. M&C Saatchi has achieved this with a real statement of change to launch our NX Crossover, the first of many exciting new models that we will bring to market.”

TV ads will be supported with digital, outdoor, Print, CRM, dealerships and collateral executions.

M&C Saatchi executive creative director Ben Welsh said: “It’s great to be back behind the wheel of a major car brand, especially one with such bold ambition and appetite to really shake things up. It’s an exhilarating journey to be on with them.”


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