Lexus UK is trying something different this time round, by designing a new advertising campaign for its new Lexus IS compact executive sedan around an unlikely combination of classical ballet and hip-hop. Why? To convey a message of balance, strength and beauty.
Titled Poised, the TV ad features English National Ballet prima ballerina and artistic director Tamara Rojo performing to a new hip-hop soundtrack. The original song, Step It Up – specially commissioned by music producer Stephen Kozmeniuk, will be released as a single in the near future.
Choreographed by Russell Maliphant, Rojo’s interpretation draws parallels between the elegance, structural rigidity and driving dynamics of the new IS, with strength, poise and control of the world-class ballet dancer. It’s certainly different. Effective or not, that’s for you to judge.
For a more conventional car video, we’ve also included a clip of former F1 driver and current Toyota Le Mans pilot Alex Wurz driving the new Lexus IS 300h around the Paul Ricard test track. So, what do you think of Lexus’ BMW 3 Series rival?
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Someone who know nothing about car will say “The new is what?? Damn, I hate ads that are unclear!!”
The video is super lame as all the other Lexus video (maybe except the LFA). I wished he stopped talking and drove the shit out of the car. And one more thing Lexus, you don’t make your car look fast by just “fast-forwarding” your video. Did it once on the CT200h and you’re doing this again with this.
They should have drifted the Lexus IS around corners instead of just driving it in a straight line. More suited for the song.