Lexus LC 500 Officially Declared ‘Amazing’
Lexus launches multicultural campaign for its 2018 Lexus LC 500 that is as innovative as its new flagship coupe.
“The LC launch marks a significant moment for Lexus as we continue to showcase our new brand direction of ‘Experience Amazing,'” says Cooper Ericksen, Lexus VP of Marketing, about the brand’s exciting new comprehensive marketing push for the launch the first-ever 2018 Lexus LC. “This campaign puts a focus on the LC’s craftsmanship and performance through compelling storytelling to reach our target audience of experiential masters — affluent, adventurous consumers with high expectations.”
The campaign kicked off this week with the debut of a TV commercial titled “Feats of Amazing,” which dramatizes the LC’s many engineering marvels, including its near-perfect weight distribution that provides optimal handling on the road.
In the clip, a sexy red LC tears through an expansive warehouse as a voiceover calls out the naturally aspirated 5.0-liter V8 engine, its 10-speed Direct-Shift transmission and the coupe’s meticulously crafted interior. The camera cuts to close-ups of the engineering achievements before the LC slides into an illuminated box. A pyramidal lift appears underneath the center of the car and raises it to show off the balanced weight distribution, demonstrating that these combined technical feats of the LC come together to create something truly amazing.
The campaign also includes a multicultural spot titled “Balanced Spirit,” which, Lexus says “matches the balanced duality of the professional and personal life of the black Lexus audience with the prestige and power of the LC 500.” A voiceover by actor Blair Underwood guides the spot along the edge of these two worlds.
Additionally, the comprehensive LS campaign also includes print and web ads, as well as traditional and digital billboards in Los Angeles, New York and Washington, D.C., including a high-profile placement in Times Square.
Looks like the Lexus LC will soon be seen everywhere. And we certainly like the sound — and sight — of that!
