“One touch of the engine START button and a symphony begins – its engine note sounds part Beethoven, part Hendrix.”
This is the beginning of M&C Saatchi’s campaign for Lexus Australia’s new LC Coupe. It’s a review, written by author, James Patterson.
The aim, of course, is to capture audiences inside the emotion of owning and driving the car.
Patterson is one of the world’s best-known and best-selling authors, with more than 325 million of his books sold globally. He is ranked #1 on Forbes’ highest paid authors and was also #3 on its Celebrity List. His works have also been adapted for television and film including Along Came a Spider, Kiss the Girls and Zoo.
Patterson was asked to use his engaging and descriptive style to craft a review of the LC 500 – Lexus’ flagship luxury coupe that represents a new direction for Lexus.
He commented, “At first I wondered why Lexus chose me to review the LC 500. But after one drive, I realise a car like no other, needs a review like no other. I hope it’s as breathtaking as any of my best-selling thrillers, because the LC 500 deserves all that and more.”
Michael Canning, M&C Saatchi executive creative director, added, “The Lexus LC 500 automotive review deserved a level of writing to match the vehicle’s level of performance. A collaboration between Lexus and James Patterson was the perfect way to bring the experience of the LC to life, as both a brand and an author who place such high importance on their respective crafts.”
The review will be used only in the Australian market.