On the surface, M&C Saatchi’s branded documentary establishes the likeness in attitude between between Lexus and Sydney Dance Company performer, David Mack.
They have both taken bold steps to follow their own paths.

“Growing up, I was an athlete, a runner. However, I knew in my heart what I really wanted to do was be a dancer despite what others may have thought. I made a decision to make this happen for myself,” Mack stated.

He is a perfect fit for the brand whose positioning is, “For those who dare to step forward.”

Lying below the campaign’s mantra is the idea that Lexus stands apart from the ostentation of “designer” marques, which has been the brand’s point of difference since launch. Mack does not represent prestige, technical expertise or artistic excellence, although he has all three. He is one of Sydney Dance Company’s most awarded dancers. Lexus is about (and for) those who are courageous enough to follow their heart and Mack perfectly encapsulates this attitude.

Mack came from a small Australian town and confronted all sorts of challenges and barriers to achieve his dream of becoming a professional dancer.

Andy Dilallo, M&C Saatchi Sydney chief creative officer, commented, “Late last year we had the world’s best wing suit pilot Jeb Corliss jumping from a plane to launch Lexus’ ‘For those who dare to step forward’ positioning – an obvious act of bravery that was ideal for making a big splash. To evolve the story and showcase Lexus’ authentic new depth of attitude we wanted a more internal commitment to making brave decisions and David Mack was the perfect person for this.”

Adrian Weimers, Lexus Australia corporate manager, added, “David Mack’s experience truly embodies the Lexus brand and mindset that goes into the development of our vehicles. We’re delighted to collaborate with him. His story is our story as we take the bold steps needed crafting the best vehicle for our customers.”

The campaign also signifies a new sponsorship between Lexus and Sydney Dance Company that continues its commitment to supporting emerging arts talent, especially those committed to breaking through in their respective fields.

Lexus will support the path of aspiring dancers in their pre-professional year, giving them the resources to help them break through. The program extends Lexus’ continued support of design and film via The Lexus Design Awards, the global Lexus Short Film competition and the Lexus Australia Short Film Fellowship in partnership with Sydney Film Festival.

The campaign launched with a 30 second spot in TV, cinema and digital from Sunday April 17, plus a number of social content films and activations.

Credits

Agency: M&C Saatchi
Chief creative officer: Andy Dilallo
Creative directors: Chris Little & Andy Flemming
Strategy director: Michael Sinclair
Group head: Nick Russo
Senior account director: Lauren Trace
Senior TV producer: Lill Ireland

Production company: Collider
Director: Patrick Fileti
Post production:Alt.vfx

Media Agency – The Media Store

Client: Lexus Australia
Corporate manager – sales & operations: Adrian Weimers
Manager – marketing: Mara Panizza