Lexus has long positioned itself as more than simply a car that gets people from Point A to Point B. Its vehicles have been marketed as a luxury experience that elicits strong emotions.
The brand is looking to bring that experience to life in a new marketing campaign in which a group of musical artists created an original track inspired by their experience with the vehicles. The track, “No Ceiling,” was created by record producers and songwriting duo Nova Wav, Korean-American R&B artist Audrey Nuna and Argentinian freestyle rapper Ecko.
“Working with these artists to create this music track was an authentic way for us to highlight the emotions that our vehicles and technologies can spark within our guests’ lives,” said Vinay Shahani, vice president of Lexus marketing, in response to e-mailed questions. “We think it tells a story about the Lexus brand that is fresh and exciting, and well-aligned with the future direction of the brand.”
The track is available for listening on major streaming services and on Lexus’s website. In addition, dancer and choreography Zak Ryan Schlegel created a music video that will be cut into four different commercials.
“We tried to align each of our talented artists with unique products and technologies from Lexus that help spark their creativity,” Shahani said. For example, a spot featuring Nuna demonstrates how the brand’s Teammate Advance Drive technology supports her songwriting. The spot featuring Ecko, meanwhile, shows the rapper honing his freestyle to the background of the car’s engine. All of the spots end with the sentiment that technology, performance and innovation “mean nothing. Unless [they] spark something.”
“After seeing this creative, we want consumers to see that something big is happening at Lexus, [that we have a] renewed focus on making luxury both effortless and personal,” Shahani said. “The expresses a sense of boundless possibility that drives our artists to create and also drives Lexus to innovatively engineer vehicles around our guests’ needs.”
Through the new campaign, the brand is targeting a younger luxury car buyer than in the past, Shahani said. Accordingly, the spots will air during late-night television programming and sports (including the NFL, college football, NHL, and Premier League). The effort also includes advanced TV, digital, social and out-of-home. In addition, Lexus has signed on as a sponsor of Curtain Up!, a three-day celebration of the return of Broadway in Times Square.
