Japanese car brand Lexus has partnered with Sky Sports and the ATP and LTA tours which aims to honour both the sports and its legions of dedicated fans.
Developed by London agency T&Pm, ‘Rise to It’ will be anchored by a 60-second hero spot that celebrates the grit and passion shown throughout tennis’ grassroots players and the dedication needed to make it big.
Highlighting the parallels between Lexus’ innovations and professional tennis, the car manufacturer celebrates the constant innovation and creativity needed in both automotive worlds and elite sport.
“To continue accelerating our annual volume growth we recognise the importance of building brand salience, and tennis sponsorship gives us a huge opportunity to reach large audiences in the UK,” Lexus brand strategy lead, Mat Thomas said.
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“To amplify our partnership with the Lawn Tennis Association and Sky’s new Tennis channel, our goal was to develop distinctive, right-brained, emotional creative that didn’t succumb to the more traditional elements of automotive advertising.
He continued: “The route performed brilliantly in pre-testing and we’re delighted with the end result, which I think demonstrates the brands passion for the sport and commitment to the respective partnerships.”
Lexus’ Sky Sports partnership is set to span the next two years, the campaign will run across TV, video-on-demand and cinema with the Rise to It platform to form the spine of the car brand’s UK tennis ventures.
