Lexus is launching a new version of its RX SUV and agency CHI&Partners has signed up man-about-commercials Jude Law to front the campaign – as you do. Law is currently fronting Johnnie Walker for Anomaly too.
Law says: “I love driving and the escapism that comes with it. The concept of ‘The Life RX’ was such an interesting one, as it’s true that the right car can give you the keys to an extraordinary experience. The team at Lexus envisioned bringing something to life that was immersive and included everyone on the journey, and this was something I was keen to explore.”
Head of Lexus Europe Alain Uyttenhoven says: “We are extremely excited to be partnering with a fantastic actor and true gentleman, Jude Law for ‘The Life RX’ campaign. ‘The Life RX’ mirrors the fact that the RX brings a different, rewarding product experience based on a bold design, innovative technologies and above all, a premium luxury feel. At Lexus, providing unparalleled progressive luxury experience is at the heart of our brand DNA and we wanted to bring this message to life with an innovative launch campaign and television ad.”
This sort of blingtastic stuff doesn’t do it for me I’m afraid. And why should I buy a Lexus RX as opposed to, say, a Range Rover? Not that I’m about to do either.
MAA creative scale: 5.