Rockin’ Lexus LC Campaign Is Right On the ‘Mark’
Prolific music producer Mark Ronson brings catchy beat to new promo.
With the all-new Lexus LC set to hit dealerships soon, the luxury automaker is tapping multi-award-winning music producer Mark Ronson to help launch the halo coupe. The collaboration, dubbed “Make Your Mark,” furthers Lexus’ desire to associate its brand with music, art and technology. The campaign, which takes place over the next six months, will give fans the chance to attend select concerts and experiences.
Lexus announced the new campaign via its European division. Alain Uyttenhoven, head of Lexus Europe, explains the obvious connections between the new LC and Ronson, who has produced music for every superstar act from The Beatles legend Paul McCartney and Brit hit-makers Duran Duran to pop tarts Christina Aguilera and Lady Gaga.
“Mark Ronson is an iconic music producer behind some of the biggest hits of the decade and we couldn’t have thought of a better collaborator for the ‘Make Your Mark’ campaign,” says Uyttenhoven.
“The Lexus LC symbolizes the beginning of a new phase for Lexus, which is all about creating greater synergy between engineering and design” he adds. “Who better to work with on this than Mark, a man who has made a significant contribution to the world of music through his incredible performances and collaborations.”
In addition to a successful solo career, English-born Ronson has produced a multitude of modern hits. They include Bruno Mars‘ “Uptown Funk,” Adele‘s “Cold Shoulder,” Robbie Williams‘ “Love Light” and Amy Winehouse‘s “Rehab.”
“I always like to work with collaborators who are innovative and unique in and out of the studio,” says Ronson. “When I was approached by Lexus with the concept of this campaign and saw the new LC, it felt fresh and exciting. I was drawn to the idea of using music to inspire and create an experience around this car.”