Lexus has unveiled a new action-packed campaign, ‘Stay Ahead’, in a bid to position the all-new RX as the ‘ultimate hero’.
Produced by creative agency The&Partnership, the campaign responds to the fact that public responses to car advertising have reportedly fallen to an all-time low.
The attention-grabbing story-line of the spot – directed by Mark Jenkinson – intends to highlight the ‘exciting experience’ of driving the Lexus RX with its three powertrain options: Performance Hybrid, Plug-In Hybrid and Performance Petrol.
Featuring an original score by award-winning composer, James Radford, the action film was shot in Girona, northern Catalonia, Spain, and features a Spy thriller storyline that includes ‘edge-of-your-seat’ driving sequences.
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“The Lexus RX, since its launch, has been leading the way in its own segment, introducing for instance, the first self charging hybrid luxury SUV already in 2005,” Lexus Europe head of communication Tommaso Grassi said.
“For the launch of the 5th generation, we wanted a campaign that captures its “Stay Ahead” philosophy , celebrating the similarities between a state-of-the-art car that is inherently forward-thinking and iconic, and an audience that embodies the ethos of “stay ahead” in all aspects of their life.”
The campaign features 45 assets in total, including 20”, 25” and 30” TV edits.
The&Partnership creative director Frances Draskau added: “The Lexus RX is a powerhouse of a luxury vehicle and deserved a storyline worthy of its action-packed credentials. With Stay Ahead we’ve gone all in, deploying the advanced technology of the new RX through each asset to deliver our hero in signature Lexus style.
“Working in partnership with regulation bodies to build automotive campaigns that are fast-paced, exciting and impactful is a challenge we continue to enjoy, and ultimately echoes our Lexus RX message: Stay Ahead.”
