Lexus Creates Original Song, Music Video In Creative Campaign
"Emotional Sparks" is an innovative advert created with the help of artists.
Innovative Campaign
Lexus has been rather innovative in its diverse array of advertising campaigns in recent months, leaning on influencers and artists to attract younger folks to the brand. Their latest effort - an ad dubbed "Emotional Sparks" - follows that formula by leaning on a number of musicians and artists to create an original song and music video highlighting the brand's offerings.
Photos: Lexus
First Time Collab
To create Emotional Sparks, Lexus partnered with a group of musical artists who gained first-hand experience with innovations like the Lexus Teammate Advanced Drive Technology found in the new LS 500h, Remote Park and Plug-In Hybrid Electric technology on the all-new NX, and the naturally-aspirated 5.0-liter V8 engine present in the IS 500. Motivated by their in-vehicle experiences, the artists collaborated (for the first time) to create an original music track inspired by innovation and performance.
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Live Now
Titled "No Ceiling," the track was created by three-time Grammy-nominated, American record producers and songwriting duo Nova Wav, Korean-American R&B artist Audrey Nuna, and Argentinian freestyle rapper Ecko. It is available on major streaming platforms. For the music video, renowned dancer and choreographer Zak Ryan Schlegel brought the song to life. Both the song and music video can be found here.
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Limitless Feeling
"'No Ceiling' captures that limitless feeling you have when you're driving and your favorite song comes on," said Nova Wav, Warner Chappell Music songwriters. "We loved producing this track with Audrey and Ecko and seeing Zak's moves. The energy of our collaboration comes through in the video and the commercials."
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Finding Inspiration
"At Lexus, our inspiration comes from our guests, and this campaign beautifully showcases the very best of Lexus' guest passions, energy, and excitement," said Vinay Shahani, vice president of Lexus marketing. "Prioritizing how our guests feel while driving and owning a Lexus is critical and provides the spark for us to develop cutting-edge features like our all-new multimedia system called Lexus Interface and Teammate Advanced Drive technology."
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Shorter Spots
While the "No Ceiling" music video provides an overall look at the collaboration, four 30 second TV spots focus on the individual artists and songwriters. Each spot features an excerpt of "No Ceiling" and its inspiration. These four ads consist of "Plug In, Play Loud," "Hands To The Sky," "La Via Rapida," and "The Asphalt Stage."
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Hitting the Airwaves
The "Emotional Sparks" TV spots will air during primetime, late-night, and sports, including the NFL, college football, NHL, and Premier League. The campaign also includes advanced TV, digital, social, print, and out-of-home.
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