F.Y.I.

M&C Saatchi broadcast a message into space for the release of ‘Men In Black: International’

M&C Saatchi has broadcast a message into space about the new Lexus RC F to celebrate the release of Men In Black: International

The announcement:

M&C Saatchi sends message into space for Lexus

M&C Saatchi Melbourne has created a campaign to showcase Lexus’ involvement in the upcoming Sony Entertainment film Men In Black™: International.

In cinemas from June 13, the alien blockbuster, starring Australia’s own Chris Hemsworth, features the new Lexus RC F high-performance coupe and to extend the partnership, M&C Saatchi came up with the idea to send a test drive invitation into space.

Through an exclusive partnership with Swinburne University’s Centre for Astrophysics, the sound of the vehicle’s 5.0-litre V8 was encoded into an audio waveform that was transmitted to deep space with the open invitation: “New Lexus RC F. Earth. We’ve been expecting you.”

The campaign, which will be seeded via social media and Lexus’ owned assets, goes behind the scenes of the project from the Calder Park racetrack where the V8 engine was recorded to Swinburne where Professor Matthew Bailes and his team encoded the message, concluding at the Molonglo Observatory Synthesis Telescope near Canberra as the transmission was beamed towards Orion’s Belt – a reference to the original Men In Black film starring Will Smith and Tommy Lee Jones.

Lexus Marketing Director Vin Naidoo said: “Lexus is proud to anticipate the needs of its customers before they’ve communicated them and we are excited to take that philosophy beyond earth to new worlds with this innovative partnership.”

M&C Saatchi Melbourne Executive Creative Director Emma Robins said: “We’ve all worked on a lot of campaigns in our careers which talk to different target markets but aliens is definitely a first. Lexus has been all in on this RC F project. We’re excited the invitation is now in space. Even more so about what we might hear back.”

Source: M&C Saatchi press release

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