Lexus Unveils Pivotal Marketing Campaign To Debut The First Ever LC And LC Hybrid
To launch the first ever 2018 Lexus LC, a vehicle that signals a new era of Lexus performance and design, the brand has developed a comprehensive marketing campaign as powerful and innovative as the new flagship coupe. Originally a concept vehicle, Lexus stunned many when the LC debuted in 2016 as a production model that so closely echoed the design concept’s dynamic styling. The fully integrated campaign illustrates unique storeys of the luxury coupe, a vehicle that Lexus’ Master Driver Akio Toyoda himself said was designed and engineered to be anything but boring.
“The LC launch marks a significant moment for Lexus as we continue to showcase our new brand direction of ‘Experience Amazing,’” said Cooper Ericksen, Lexus Vice President of Marketing. “This campaign puts a focus on the LC craftsmanship and performance through compelling storytelling to reach our target audience of experiential masters, the affluent, adventurous consumers with high expectations.”
“Feats of Amazing, ” a general market TV spot, begins airing recently. It dramatises the LC’s many engineering marvels, including its near perfect weight distribution, giving drivers optimal and agile handling, control and confidence on the road.
The campaign also includes multicultural elements targeted to Black, Asian and Hispanic audiences in media outlets like BET, TVOne, KBS America, India Abroad, ESPN Deportes and Telemundo, respectively. The multicultural spot, “Balanced Spirit, ” matches the balanced duality of the professional and personal life of the Black Lexus audience with the prestige and power of the LC 500. Acclaimed Golden Globe nominee and GRAMMY winner Blair Underwood powerful voice guides the spot along the edge of these two worlds. GRAMMY nominated, rising artist Anderson Paak’s slick, urgent beats provide the spot with a sonic playground to show that the Lexus LC 500 is on fire, and perfectly in touch with both sides of its powerful personality.
Beyond foundational media, Lexus is working with key partners to highlight the prestige and craftsmanship of the LC and LC Hybrid through experiential activations. The luxury coupe will sponsor the launch of GQ’s Upshift, the new online automotive section of the publication launching this month. Golf fans will see the luxury coupe throughout the course at the U.S. Open Championship in Erin Hills, Wisconsin. In June, as part of the United States Golf Association (USGA) partnership, Lexus is the official vehicle of the USGA. Additionally, ride and drives at the FOOD & WINE Classic in Aspen will allow attendees to see and feel the beautiful design and powerful performance of the LC.