The new Lexus RC F may well be the car everyone is talking about after June 13. The high-performance coupe is featured in Sony Entertainment’s Men In Black: International, along with the Aussie conquering Hollywood time and time again, Chris Hemsworth.
Helping to amp up the excitement is M&C Saatchi, which has come up with the idea of sending a Lexus RC F test drive invitation into space.
So through an exclusive partnership with Swinburne University’s Centre for Astrophysics, the sound of the vehicle’s 5.0-litre V8 was encoded into an audio waveform that was transmitted to deep space with the open invitation, New Lexus RC F. Earth. We’ve been expecting you.
The campaign, which will be seeded via social media and Lexus’ owned assets, goes behind the scenes of the project from the Calder Park racetrack, where the V8 engine was recorded and sent to Swinburne. There Professor Matthew Bailes and his team encoded the message at Molonglo Observatory Synthesis Telescope near Canberra, and the transmission was beamed towards Orion’s Belt – a reference to the original Men In Black film starring Will Smith and Tommy Lee Jones.
Lexus marketing director, Vin Naidoo commented, “Lexus is proud to anticipate the needs of its customers before they’ve communicated them and we are excited to take that philosophy beyond earth to new worlds with this innovative partnership.”
M&C Saatchi Melbourne executive creative director, Emma Robins, added, “We’ve all worked on a lot of campaigns in our careers which talk to different target markets but aliens is definitely a first. Lexus has been all in on this RC F project. We’re excited the invitation is now in space. Even more so about what we might hear back.”
Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Executive Creative Director: Emma Robbins
Creative Director: Russel Fox
Head of Integrated Production: Gene Kingi
Creative Team: Daniel Borghesi, Thomas White & Mathew Hine
Designers: Jessica Ramsey & Richard Sellies
Client Service Director: Callum Walker
Senior Account Director: Symon van Haalen
Senior TV Producer: Julie Rutherford
Strategist: Ryan Smith
Production Company: Betty Wants In
Director: Max Greenstein
DOP: Chas Mackinnon
Executive Producer: Andrew Dunlop
Marketing Director: Vin Naidoo
Marketing Manager: James Curtis
Manager, Marketing Operations: Tracey Schouten
Advertising Coordinator: David Di Lisio
Senior Media Planning Coordinator: James Huynh