New Lexus “Engineering Amazing” Marketing Campaign

Lexus USA has pushed out a brand new marketing campaign today – let’s get to the videos right away, starting first with the actual commercial and followed by some further background material:

The best thing about this commercials is the insight they’ll provide to the general consumer — namely that hybrid technology isn’t dependant on fossil fuels. It can be paired with any number of engines, and can be looked at instead as a complimentary power source with its use of the car’s actual kinetic energy.

This commercial series continues to refine Lexus’ marketing message and its focus on innovation & invention — I liked this press release quote from Lexus USA vice president of Marketing Dave Nordstrom:

“This isn’t just a campaign, it’s a statement that, for Lexus, the best is yet to come,” says Dave Nordstrom, vice president of marketing for Lexus. “It’s not about simply making incremental strides and improvements, but about taking giant leaps in innovation.”

“The first evidence of this,” Nordstrom notes, “came with the recent unveiling of our LF-Gh hybrid concept car.” The vehicle, which made its global debut at the New York Auto Show, represents an entirely new design approach for Lexus—one that is bold, aggressive and evolved.

Even more broadly, this “Engineering Amazing” campaign signals an evolution in Lexus’ overall marketing — another quote from the press release:

The new campaign also kicks off a new look and feel for Lexus advertising and consumer communications. Signaling the automaker’s future-forward evolution, marketing designs are more emotional and exuberant, using strong colors and rich photography. The print and digital creative feature a dynamic new headline style and the broadcast work utilizes cinematic and experiential music to elevate the commercials. Additionally, to showcase the vehicle design, dramatic angles and lighting sculpt the sheet metal with light and contrast and find interest in every curve, combining the classic qualities of Lexus with a new vigor and passion.

[Source: Lexus Pressroom & Lexus USA Website]