Lexus has launched a new ad campaign, in partnership with agency The&Partnership Japan and Great Guns director Bruce St Clair, to promote its new Lexus NX.
One of the two spots included in the campaign features a man who forms a bond with an unexpected guest in his Lexus – a cat that makes a home for itself in his car. Realizing that the feline won’t leave, he begins to take it on his journey, turn on the seat warmer for it to lounge in comfort, and bring it food.
Eventually, he decides to adopt the cat and have it live with himself and his dog.
“Feel at home in the NX” an onscreen line reads at the end of the commercial, which is scored by an original song from Goldstein Music, whose lyrics include “I found my home”.
The other spot features objects associated with outdoor trips, such as a bike, a kayak, a tent, and more – floating across the sky and levitating among buildings and trees. As the video ends, it turns out the magnet that’s been attracting them is a Lexus.
Both ads were filmed over three days. Talking about the shooting of the second spot, Bruce St Clair said they kept the camera on the cat as much as possible and ensured that any unexpected gold was caught. Eventually, they pieced the best footage together for the final film.
