With its latest marketing initiative, dubbed “Emotional Sparks,” Lexus highlights its dedication to engineering vehicles that provide drivers with the freedom, thrill, and inspiration required to ignite their creative imaginations. To breathe life into the campaign, Lexus collaborated with a selection of musicians who experienced first-hand innovations such as Lexus Teammate™ Advanced Drive Technology in the new LS500h, Remote Park and Plug-In Hybrid Electric technology in the all-new NX, and the dynamic 5.0L, naturally-aspirated V8 engine performance of the IS 500. Drawing motivation from their in-car experiences, these artists joined forces for the first time to craft an original music piece inspired by innovation and performance.
Dubbed “No Ceiling,” the track was a collaborative effort among three-time Grammy-nominated American record producers and songwriters duo Nova Wav, Korean-American R&B artist Audrey Nuna, and Argentinian freestyle rapper Ecko, and can be accessed on major streaming platforms. The song was brought to life in a music video by renowned dancer and choreographer Zak Ryan Schlegel. Both the song and the music video are available at www.lexus.com/sparks.
“‘No Ceiling’ captures the boundless sensation you experience when you’re driving and your favorite song starts playing,” shared Nova Wav, Warner Chappell Music songwriters. “We thoroughly enjoyed producing this track with Audrey and Ecko, and witnessing Zak’s performance. The energy from our collaboration shines in the video and commercials.”
“At Lexus, our inspiration is drawn from our guests, and this campaign excellently showcases the very essence of Lexus’ guest passions, energy, and enthusiasm,” remarked Vinay Shahani, vice president of Lexus marketing. “Prioritizing our guests’ driving and ownership experiences with a Lexus is vital and ignites our drive to develop state-of-the-art features like our latest multimedia system called Lexus Interface and Teammate™ Advanced Drive technology.”
The “No Ceiling” music video offers an overarching view of the collaboration, while four 30-second TV spots focus on the individual artists and songwriters. Each spot presents a snippet of “No Ceiling” and its source of inspiration:
“Plug-In, Play Loud” – Nova Wav immerses in Audrey Nuna’s vocals while cruising city streets with electric power in the new 2022 NX plug-in hybrid vehicle. “Hands To The Sky” – Audrey Nuna’s lyrical prowess unfolds as she takes the wheel of the 2022 LS 500h, engaging the all-new Lexus Teammate™ Advanced Drive technology.
“La Via Rapida” – Ecko from Warner Chappell Music draws inspiration from the IS 500’s performance, crafting his verses while pushing the throttle.
“The Asphalt Stage” – Zak Ryan Schlegel provides a dancer’s perspective as he executes movements inspired by the NX 350h’s Remote Park, an attribute of Advanced Park.
The ‘Emotional Sparks’ TV commercials will air during primetime, late-night, and sports programming, encompassing the NFL, college football, NHL, and Premier League. The campaign includes advanced TV, digital, social, print, and out-of-home advertising.
An array of media collaborations will deliver content celebrating innovative creative processes. In collaboration with Playbill, The Times Square Alliance, and The Broadway League, Lexus will be the Auto Presenting Sponsor of Curtain Up!, a three-day celebration marking Broadway’s return to the core of Times Square. Further media partnerships are set to unfold in the upcoming months.
Image Source: Unsplash
