Lexus is going for excitement as luxury with its campaign for the RC 350 sport coupe, and the performance tuned RC F coupe. The effort, via TeamOne, kicks off with general market TV ads, with one inspired by the video Lexus screened when it unveiled the RC's at the Detroit Auto Show this year.
In the spots, starring actor Wes Bentley, a guy walks into a warehouse, sees the RC, does the key fob click, and roars out, with viewers first getting a glimpse of the headlights. The other spot, focusing on engineering and tying it to physical achievement, has clips of the RC F on a racetrack cut with with athletes in action.
There is also a multicultural component, with three ads for Hispanic, African-American and LGBT audiences and touting the RC F. The African-American spot follows themes of personal strength, power and the exhilaration of performing well and how it finds its analog in the RC F. Lexus says it also speaks to present and future successes. The campaign also has a spot for the LGBT audience, showing the RC F but also talking about progress from the perspective of both the brand and the audience. The Hispanic spot talks to controlling "true power."
Lexus says the ads will air during prime time, late night, cable and network television and cable sports. The campaign also benefits from a comprehensive involvement in “Thursday Night Football Halftime Show” on CBS and NFL Network; “NHL First Intermission Halftime Report”;” NCAA Football Halftime Show” on ESPN; and DirecTV NFL Sunday Ticket. Additional broadcast includes ads on FS1 “Shut Up and Drive”; a branded content series; a CNNgo exclusive launch partnership; and a TV Everywhere experience.
There is also print, digital and out-of-home support, with print running in books like Fast Company, Wired and Motor Trend. Lexus said ads will also be in GQ’s “Men of the Year” issue.
Digital elements include a Lexus RC Flipboard magazine, with Lexus content paired to editorial from the likes of Esquire and Bon Appétit. With Engadget and AOL there's an engineering/technology focused “Your Brain on the RC F” platform. And Lexus will advertise on Tumblr. Out-of-home includes video boards at DC Gallery Place, and digital boards in New York City’s Times Square.