Lexus Europe has this week announced a creative collaboration with Hollywood actor and producer Jude Law, marking the launch of the luxury automotive brand’s “The Life RX” campaign. Designed to amplify the brand’s spectacular new luxury SUV, the 2016 Lexus RX, the campaign premieres today on YouTube before rolling out across social and digital media, TV, out of home and print in pan-European markets.
Created by CHI&Partners, “The Life RX” campaign will encompass the worlds of luxury, experience and craftsmanship – bringing to life a fast-paced and exciting lifestyle; one with sophistication and edge in which the driver decides what is possible. It was shot on the glamorous French Riviera and in the picturesque hills of the Italian Fiuggi region.
The advert depicts a valet who upon being given Law’s RX keys, takes a seat in the sharply styled SUV and embarks upon a high-octane and luxurious journey. Filmed from a first-person perspective, the audience is catapulted into an extraordinary, exciting new world. As our wayward valet returns to the hotel, Law emerges to retrieve his keys and get into his car. He immediately senses something is a little out of the ordinary, and knowingly drives off into the distance leaving the valet who has experienced ‘The Life RX’ for just a short while behind him.
Speaking about the campaign Jude Law said, “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.”
Alain Uyttenhoven, Head of Lexus Europe said, “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.”