On December 5th, Lexus unveiled a custom new 2017 IS, wrapped in 41,999 programmable LEDs that turn the car into a screen capable of broadcasting dynamic graphics and videos.
“The car, which is designed to send a bold signal, is featured in UK chart-topping artist Dua Lipa’s new music video for her hit song “Be the One,”” the press release stated. “The first-of-its-kind collaboration pairs Dua Lipa’s powerful vocals with an ethereal storyline, featuring the vehicle as a character and visual anchor in a story that also casts actor Ansel Elgort (“Divergent”; “The Fault in Our Stars”) as Dua’s former love.”
DIVERGE talked to Mariko Kusumoto, Lexus National Marketing Communications Manager, to hear the story behind the concept.
Where did this idea come from?
The LIT IS makes a strong visual statement and a music video was the perfect place to reveal this custom vehicle. We wanted to work with an artist who saw her music video as a way to express herself beyond the music and song itself. Vevo helped match us with Dua Lipa who was also looking to create something visually interesting and groundbreaking for her music video “Be The One.” The video storyline was concepted around the LIT IS, casting the vehicle as a character and visual anchor alongside Dua and actor Ansel Elgort.
How does this first of its kind campaign make Lexus stand out?
The 2017 Lexus IS generates a memorable first impression with strong lines, bold styling and incredible attention to design. The LIT IS highlights these elements, turning an expressive car into an actual vehicle for expression. It, quite literally, sends a signal, which is the overall message for the 2017 IS marketing campaign. IS buyers seek cars with bold, innovative designs that stand out from others on the road. Creating the LIT IS speaks to what the consumer wants while also delivering on the strengths of the IS as being a provocative and striking car.
Who was the team behind this campaign?
Lexus worked with our ad agency Team One and production company Tool to bring the LIT IS concept to life.
Do you plan on doing similar campaigns in the future?
We’re always looking for new ways to engage our consumers and have a history of bringing amazing ideas to life. As a brand moving forward, we’re committed to creating more emotional and inspirational products and campaigns. The LIT IS is just one expression of that philosophy. There will definitely be more creative campaigns like this in the future.
How has it been received so far?
We just launched LIT IS today but so far the feedback has been positive, especially once people see the car and its mesmerizing displays.
How important is diversity at Lexus?
Diversity is very important at Lexus. Our own Lexus Covenant specifically sets forth a vision that states “treat each customer as we would a guest in our own home.” As a leader in the luxury automotive industry, we could not maintain a leadership position with today’s consumers unless we embraced and reflected all consumers, whether they were potentially interested in or already loyal to our luxury brand. This week the Human Rights Campaign recognized our company for its 10th consecutive perfect score of “100” on HRC’s 2017 Corporate Equality Index (CEI), a national benchmarking survey on corporate policies and practices related to LGBT workplace equality.
