Objective: Introduce Experience Amazing, the new global tagline for Lexus. Use the LC500 to showcase the new emotional era for the brand and its vehicles.
Solution: This music video inspired campaign illustrates not just the poetry of the human form and that of the LC500, but what it feels like to be moved by a truly amazing experience.
We used the Super Bowl to tell the story of Man & Machine and created real time social content during the game to extend our narrative and drive continued brand engagement with sports fans. For broader reach, we created an award-winning digital and OOH campaign using a bespoke font made with images of our dancer and parts of the LC500.
Results: 313.3 Million Impressions | 200% Increase in traffic to lexus.com
Campaign Social Teaser
Man & Machine - :60
Man & Machine - BTS
CommArts 2017 - Advertising Annual Award of Excellence: Man & Machine Typography | World Luxury Awards - Winner 2018 Cars & Yachts Print Campaign
Game Day Social Content
Man & Machine - 2:00
Feats of Amazing - :30
Sports Illustrated Swimsuit Edition - Woman & Machine: The ultimate connection happens when sleek lines meet a strong core. When alluring angles meet exhilarating performance. When form does more than follow function—it advances it. This is the first ever LC 500. On its own, it’s a vehicle that impresses. When you drive it, it’s an experience that amazes. (Featuring Sports Illustrated Swimsuit Model, Hannah Ferguson & The First-Ever LC 500)