Torrance, Calif. - To announce the
first-ever RC 350 sport coupe and RC F performance coupe, Lexus has launched
a comprehensive marketing campaign that showcases the vehicles across a variety
of media platforms. The RC/RC F marketing campaign mirrors the story of the
coupe itself—which was built from a blank canvas, unconstrained by existing
designs and convention—and is centered on the theme of shattering limits.
“The RC and RC F highlight Lexus’ continued progress
in engineering vehicles that push boundaries in both design and performance,”
said Brian Smith, Lexus vice president of marketing. “This marketing campaign
visually represents the goal of breaking barriers and speaks to adventurous
consumers who are looking for the next big thing.”
Two general market TV spots begin airing today, each
tailored to one of the distinct new models.
“Face Off” introduces the RC 350 sport coupe and tells
the story of a man, played by actor Wes Bentley, who happens upon a coupe
unlike any he has seen before. Walking with purpose, he enters a dark warehouse
and encounters the RC; he instantly has a visceral connection with the coupe.
The man clicks his key fob, unleashing the power of the vehicle, and
illuminated light bulbs burst throughout the space. The two are united through
the same spirit of adventure, and he gets in the car and peels out of the
“No Limits” was inspired by the RC F reveal video,
featured at the 2014 North American International Auto Show. Shots of the RC F
rounding turns on a racetrack are intercut with shots of athletes viscerally
defying limits with their bodies. It draws a parallel between the
groundbreaking engineering behind the Lexus coupe and the powerful athleticism
it takes to break performance barriers.
Utilizing existing footage of the general market
spots, three additional RC F commercials geared toward multicultural audiences
will also air at launch.
"Flex Your Drive" is tailored for the black
audience and draws a connection between the strength, power and exhilaration of
performing one's best and driving the all-new RC F. It speaks to the confidence
of this consumer in their present and future successes, and acknowledges a deep
appreciation for all it takes to shatter limits and create something as
groundbreaking as the RC F.
“Shatter” is geared toward the LGBT consumer and shows
how the RC F breaks through barriers by standing out from the
crowd. Focusing on bold styling and powerful performance, the
ad recognizes the progress both the brand and the audience has made.
“Control Power” targets the Latino auto enthusiast and
highlights the performance aspect of the RC F. Images of other impressive
machines allude to the similar power of the 467-horsepower RC F. The spot
speaks to consumers up for the challenge of controlling true power. All spots
end with a voiceover that states, “Once driven, there’s no going back.”
The ads will air during prime time, late night, cable
and network television and cable sports. Notable sports properties include
multiplatform ownerships within the Thursday Night Football Halftime Show on CBS and NFL Network, NHL
First Intermission Halftime Report, NCAA Football Halftime Show on ESPN and
DirecTV NFL Sunday Ticket. Additional broadcast highlights include FS1 “Shut Up
and Drive,” a branded content series, and a first-to-market CNNgo exclusive
launch partnership, a TV Everywhere experience.
To create a truly integrated campaign, the RC visual
language will extend through supporting print, digital and out-of-home media
elements. The print campaign will be featured in titles such as Fast Company, Wired and Motor Trend,
and will appear in GQ’s “Men of the
In addition to heavy digital presence through paid
media and high-traffic websites, online content partnerships include a custom
Lexus RC Flipboard magazine, which will curate original Lexus content with
content from publishing partners such as Esquire
and Bon Appétit. A partnership with
Engadget and AOL called “Your Brain on the RC F” will demonstrate the science
and technology behind the adrenaline rush associated with driving the RC F.
Lexus will also be one of the first advertisers to run targeted video ads on
Tumblr. Key out-of-home elements include Lexus Design Disrupted—a live,
technology-meets-fashion event that took place during this year’s New York
Fashion Week—full-motion video boards at DC Gallery Place, and digital boards
in New York City’s Times Square. Additionally, RC F creative elements will run
in cinema beginning Nov. 7.
The RC spot, directed by music video director Sophie
Muller and featuring music by British
electronic act UNKLE,
will also have a ”making of” video of additional content. This video and the
spots themselves are available for viewing at youtube.com/Lexus. A series of
short-form teasers will also be available for viewing on Lexus social channels.