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Lexus: Stay Ahead
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Lexus and The&Partnership have launched a new action-packed campaign, 'Stay Ahead'. The campaign firmly positions the all-new RX as the ultimate hero in an exciting new chapter for the brand.
Agency: The&Partnership With public responses to car advertising falling to an all-time low, ‘Stay Ahead’ looks to change this, with an attention-grabbing storyline and by highlighting the exciting experience of driving the Lexus RX with its three powertrain options; Performance Hybrid, Plug-In Hybrid and Performance Petrol. Featuring 45 assets in total, the campaign engages the public from the first encounter, with trailer-style social films leading the audience to a 1:47 action film directed by Mark Jenkinson, and featuring an original score by award-winning composer, James Radford. Inspired by Europe’s action film heritage, the action film was shot in historic Girona, northern Catalonia, Spain, and features a spy thriller storyline, which combines edge-of-your-seat driving sequences, with multiple characters racing through Girona, all striving to secure a mysterious briefcase. The opening scene kicks off nearly two minutes of heart-stopping action, keeping audiences guessing until the end. And then beyond it.
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