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Lexus Releases Second Commercial in Global Branding Campaign

Lexus SWARM Brand Commercial

Lexus has released the second installment of their global marketing campaign — this time, it’s a collaboration with KMEL Robotics in the aptly-titled SWARM:

Like the earlier STEPS commercial, this video doesn’t feature a Lexus vehicle at all — but instead of giant puppets, it’s a swarm of tiny quadrocopters escaping from museums and buildings to interacting with the world. It’s whimsical, fun to watch, and feels less like a commercial and more like a movie fragment.

The effort in making this video is extraordinary. There are three behind-the-scenes videos showing how SWARM was created — look closely and you can see the LFA’s tri-exhaust design cue on the quadtrocopters:

With similar initiatives like Lexus Short Films and the new INTERSECT brand spaces, Lexus is incredibly focused on building emotion into its brand — it reminds me of a quote from Lexus International vice-president Mark Templin at the opening of INTERSECT in Tokyo:

We may do a lot of things that people don’t understand right away. When we started all these design projects, we knew there would be a lot of traditional car people that would say “what are they thinking?”

All we ask is that they let it play out for a few years. We have a strategic vision of where we want to go, and we’re starting to lay the groundwork. It’s not the traditional approach to selling cars — this isn’t about incentives or selling as many cars as we can. It’s about building a stronger brand.

Read more about the SWARM Brand commercial

Wow... With real drones?! Sweet!
  • С
    Сафиуллина-Мохамед Ибрагимов
  • November 4, 2013
Amazing ad with real drones
  • B
  • November 4, 2013
I didn't like it......until the LF-NX kicked ass at the end! YES! BD
  • J
  • November 5, 2013
Okay, that was hella cute.
  • V
  • January 22, 2014
Hmmmm...sure seems like this type of commercial may be subconciously desensitizing us to the idea of drones....rather disturbing....may seem cool to you now, but just wait....In my humble opinion, Lexus's ad /marketing team should reconsider this ad...just sayin'