A new campaign from Lexus stresses that while virtual reality can simulate almost anything, the feeling of driving a vehicle is best experienced the old-fashioned way, in the flesh.
From Publicis Groupe’s Los Angeles-based Team One, it's themed “Virtual to Reality” and runs through April 2. The creative showcases the entire lineup of Lexus vehicles, including the all-new LS, to support the Lexus 2018 Command Performance Sales Event.
The effort includes TV, radio, print, outdoor, point-of-sale, digital and social. It will run with national and regional support, according to the agency.
In each of the spots — "Performance," “Craftsmanship” and “LUV” — a person interacts with footage of Lexus vehicles through a stylish VR simulator, only to come to the ultimate realization that they need to experience the car in person.
Actress Minnie Driver, who began working with the brand beginning with Lexus’ 2017 Super Bowl spot “Man and Machine” provides the distinctive voiceover for each spot.
“Minnie is an esteemed actress with a recognizable voice that commands gravitas,” Chris Graves, Team One, chief creative officer, tells Marketing Daily. “Her voice lends a modern, sophisticated tone to the brand for global appeal.”
The spots continue the global tagline “Experience Amazing,” introduced with "Man and Machine."