Lexus targets younger consumers
Toyota Corp.’s Lexus is using fashion inspirations to draw attention from younger Super Bowl and automobile enthusiasts in its new television commercial.
“Make Some Noise” is a collaboration between several fashion industry experts to change the way Lexus advertises to consumers. Lexus’ advertisement will likely stand out from the other luxury automobile commercials that will air during the Super Bowl Feb. 1 by incorporating fashion inspirations and aiming toward the younger consumer with dance and music.
“Sunday’s big game is one of the largest media properties of the year and is not just about the football,” said Brian Smith, marketing vice president at Lexus, Orange County, CA. “It’s a social gathering that brings people together.
“The all-new Lexus NX was engineered with a blend of style, technology and performance that new and younger Lexus customers are seeking,” he said.
Fashionable cars
Lexus is engaging consumers in an omnichannel campaign that encompasses several media outlets to reach a wide audience range.
The Lexus NX is a turbo and hybrid SUV aimed at the younger, active and urban consumer. With television commercials, targeted auto-play social advertisements and print ads, Lexus is likely to seize the attention of the intended consumer (see story).
Lexus’ Super Bowl commercial is an extension of the omnichannel campaign already released.
Designer Anthony Franco, the stylist behind Make Some Noise, has previously worked with commercials and films and has created a fashion line for Los Angeles Fashion Week.
Aaron Walton, co-founder of the agency behind the film, Walton Isaacson, was a Paris runway model and has used his experience to inspire the ad.
Cenon Advincula was the creative director of Lexus’ commercial and has previously worked with Oscar de la Renta, Jaguar and Lexus.
Actor, producer and director Blair Underwood served as the voiceover for the campaign.
Together, these entertainment and fashion industry experts used their collaborative knowledge to create the commercial.
The ad, much like the other for Lexus NX, is set in a warehouse. In this ad several young drivers are seen stepping into the driver’s side of the vehicle. The automobiles seem to embark on a dance to the techno music playing.
Viewers are brought between shots of the vehicles, including some features within, and dancers.
Make Some Noise
“Because the commercial uses a music video approach, the wardrobe needed to accentuate the movement of the dancers, which matches the exhilaration of driving the NX,” said Cenon Advincula, creative director at Walton Isaacson, Los Angeles.
“Fashion designer and stylist Anthony Franco did an incredible job in collaborating with us to create unique pieces as well as curate a wardrobe from iconic designers such as Thierry Mugler to leave a high-fashion stamp on the commercial,” he said.
Two of the women featured are wearing dresses the audience has seen before. The Thierry Mugler dress was made for Demi Moore in “Indecent Proposal” and the Nicolas Jebran Fringe shrug on the other model was in Britney Spears’ “Work It Bitch” music video.
Changing course
The focus on the people, the beat of the music and then the vehicles differentiates the commercial from other automakers who typically narrow in on the automobile or a narrative story.
In 2014, Audi of America extended its Super Bowl legacy through slapstick, while British automaker Jaguar entered new territory with a facetious spot.
Although the high cost of running an advertisement during the Super Bowl combined with the non-luxury lineup of advertisers deters many brands, the conversation-shaping potential of the event is unquestionable. While Audi clearly had the veteran’s edge, Jaguar’s campaign aligned more closely with its brand image and was likely spun in new ways in the future (see story).
Also, Italian automaker Maserati reinforced its dedication to the North American market during the Super Bowl with its first television commercial.
The commercial promoted the Ghibli model, the brand’s first under $100,000 vehicle, evincing a movement toward inclusivity. Also, the commercial’s cinematic nature featuring actress Quvenzhane Wallis aligned with the brand’s image during an occasion that often has less to do with reputation building than with conversation shaping (see story).
Aiming toward younger consumers with a quick, upbeat and fashionable commercial will likely drive attention to Lexus’ Super Bowl spot.
“Fashion plays a critical role in Make Some Noise. The chic, modern urban vibe of the wardrobe speaks directly to the young, sophisticated, luxury consumer that would drive the Lexus NX,” Walton Isaacson’s Mr. Advincula said.
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York