The wingsuit pilot jumps 12,000 feet for the idea that Lexus is the car, “For those who dare to step forward.”
The Lexus RX is a family car, an SUV with the option of hybrid efficiency. It’s not easy to make a family car launch exciting.
But when you’ve given your brand the tagline, “For those who dare to step forward,” you don’t have to do easy.
So M&C organised for one of the world’s top wingsuit pilots, Jeb Corliss to take delivery of the first Lexus RX in Australia in dare to step forward style. He jumped from a Caribou plane at 12,000 feet above sea level, flying via wingsuit and landed on the flat-bed trailer carrying the Lexus RX (for some reason) through the outback.
“I’ve been a Lexus driver for over seven years, so when Lexus Australia approached me to come up with a brave and challenging way to get behind the first RX in Australia, I was excited to push limits and take viewers of the film alongside me through a virtual reality rig,” Corliss commented.
The hero film, which runs on TV, cinema and digital, is accompanied by journey through social content films, that flesh out the story of anticipation leading to the jump.
On launch day (November 23) viewers were able to “get inside” Corliss’ experience in a 360 degree virtual reality film from Corliss’ perspective, on YouTube masthead.
This was produced by M&C Saatchi Sydney and The Media Store in collaboration with Rapid VR and Google.
“It took a brave client to step forward and set up delivery of their first RX in such a daring way. In taking a risk and creating this content, Lexus has produced iconic work with a fresh and unique brand perspective,” noted Andy Dilallo, M&C Saatchi Sydney chief creative officer.
The shoot involved four cameras on set, plus Corliss’ rig and a 60-person crew that activated the jump. It took two months of production planning and took place in Goulburn, New South Wales over three days in October 2015.
Anyone can get a rough idea of how difficult a precision jump like this is to do perfectly. Corliss completed the jump in just three attempts.
Adrian Weimers, Lexus Australia corporate manager added, “Jeb Corliss personifies the Lexus mindset embodied in designing the all-new Lexus RX luxury SUV – of being bold and brave.”
Campaign credits:
Agency: M&C Saatchi Sydney
Chief Creative Officer: Andy DiLallo
Creative Directors: Chris Little / Andy Flemming
Art Director: Chris Little
Copywriter: Rupert Taylor
Broadcast Producer: Lill Ireland
Group Head: Nick Russo
Senior Account Director: Lauren Trace
Strategy Director: Michael Sinclair
TVC:
Production Company: Rapid Films
Director: Jonathan Nyquist
Producer: Alex Tizzard
Director of Photography: Lachlan Milne
Audio: Song Zu
Grade: Ben Eagleton @ BE Colour
Post Production: Alt VFX
360 Film:
Production Company: Rapid VR
Director: Dave Klaiber
Executive Producer: Susannah Dilallo
Audio: Song Zu
Post Production: Rapid VR
Lexus Social Content:
Filmed, produced and edited by Byron Quandary
Lexus Australia:
Corporate Manager: Adrian Weimers
Manager Marketing: Julie Hutchinson
