Lexus Europe celebrate IS launch with English National Ballet
Lexus Europe today announces details of their integrated advertising campaign to promote the launch of the New Generation IS model.
Lexus has partnered with English National Ballet and renowned choreographer Russell Maliphant for the campaign by London advertising agency CHI &Partners, which stars ENB Lead Principal Dancer and Artistic Director Tamara Rojo. The aim is to demonstrate the IS’s amazing dynamic handling and rigid body structure by comparing it with the strength and control of a prima ballerina.
In the advert, which launches on 17th June, Tamara performs an amazing ballet routine to a modern hip hop track. Fast-paced cuts between her performance and dynamic shots of the car demonstrate the IS’s driving dynamics and results in a first for Lexus, attracting the younger sports saloon market.
The track, Step up, provides a stark contrast to traditional music associated with ballet. It was produced by Trap producer Stephen Kozmeniuk, who has previously worked with Nikki Minaj, Kanye West and Madonna.
Alongside the lead TV ad, there’s an integrated campaign featuring other talent from ENB, including a shorter online product film focussing specifically on the F Sport meter.
ENB ballet dancers Laurretta Summerscales and Shiori Kase perform a perfectly synchronised duet in this 30 second film, with their movements mirroring that of the F Sport meter in action.
There is also an exclusive behind the scenes documentary featuring interviews with Tamara, Russell and Laurretta.