M&C Saatchi: Lexus becomes the “you be you” car

The dream of chucking it all in for something that’s not 9 to 5 has become a theme in Australian advertising this year. Apparently, we are all feeling the squeeze of life’s stresses. M&C Saatchi Melbourne has used it to underline that, “At Lexus, we anticipate the needs of our customers on their journey but recognise they are ultimately in control.” [Lexus Australia head of marketing Vin Naidoo] Our new campaign elegantly captures this sentiment.”

The new campaign, Take Control of Your Journey, continues the Lexus brand platform, We’ve Been Expecting You, with its story about the moment when Lexus owners take control of their journey and a Lexus becomes the (metaphorical and physical) vehicle with which they move on.

M&C Saatchi Melbourne executive creative director, Emma Robins, stated, “This campaign continues to separate Lexus from other luxury car brands by creating a unique and authentic position to speak to customers from. Unlike the competitors, Lexus doesn’t believe your car defines who you are. You do.”

https://youtu.be/IbSpi5UyVKY

Credits

Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Executive Creative Director: Emma Robbins
Creative Director: Russel Fox
Associate Creative Director: Shannon Crowe
Client Services Director: Callum Walker
Account Director: Cameron Green
Account Manager: Sam Siddons
Senior Planner: Ryan Smith
Senior Producer: Julie Rutherford