BRIEF:
This luxury manifesto briefed by Lexus asked for an 80-second commercial that could be able to be cut down to 20-second sections, each being able to stand on its own. Additionally, each of these sections needed to embody the four elements of Lexus' luxury represented by their fleet of vehicles:
LX |AUTHENTIC
LC |ENGAGED
LS | REFINED
LM| IMAGINATIVE (OMOTENASHI)
CONCEPT MANIFESTO:
Luxury is different for every Lexus model.
After all, each car offers something unique,
just like how any musical instrument sounds good on their own.
But when you bring every part of every instrument together, every car together,
you'll see the bigger picture -
you'll hear the symphony of Lexus luxury.
LX | Authentic
Open with a steady drum beat that quickly builds into a crescendo. With each drum beat, flashes of the different elements of the LX appear from a dark screen. At the climax, the drums go crazy, and cut to existing footage of the LX in the desert.
VO: It takes confidence to keep the beat going. Confidence that you have.
Luxury you can harmonize with.
LC | Engaging
Open on an electric guitar’s chords, as we hear the LC’s revving. The electric guitar builds up fast, and immediately starts shredding. We see the LC’s RPM gauge, the roar of the engine, and exciting driving shots of the LC on a racing tarmac.
VO: Power. Strong enough to make you the headliner and center of attention.
Luxury you can harmonize with.
LS | Refined
Open on a beautiful synth cord. The LS pulls out of a garage, revealing its contrasting curves. The synth begins an ethereal set, cut with a woman experiencing the LS and its elegance. Include visuals of the LS driving through a modern city.
VO: An arpeggio consisting of beauty, elegance, and luxury, designed for you.
Luxury you can harmonize with.
LM | Imaginative (Omotenashi)
Open on a quiet scene. The LM rolls into frame, and we hear a violin’s note kick the visuals of the most luxurious elements of the LM off. Cut to visuals of a highly successful man entering the LM and intercut existing footage of the LM in Europe.
VO: Imaginative and innovative design created for the expectation of luxury.
Luxury you can harmonize with.
When these four sections come together in the 80-second commercial, the collection of music that plays is a symphony that embodies every aspect of Lexus that defines this brand as the luxury automobile experience.
That is what you get when you purchase a Lexus.
Experience Amazing.
VO: Start with a grounding beat,
Add an elegant sound,
We’ll need something to make their hearts race,
And maybe something unexpected.
And the result is something you’ll never get anywhere else.
This is the symphony of Lexus luxury.
Luxury you can harmonize with.
(Experience Amazing)