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Press Release: Lexus Europe celebrate IS launch with English National Ballet


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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 the 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 ballerinas 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.

 

The campaign will run across TV, print, digital channels and social media.

 

The 60” TV ad can be seen on the Lexus Europe Facebook page (https://www.facebook.com/lexuseurope) from 17th June as well as the Lexus Europe YouTube channel (http://www.youtube.com/LexusEurope).

 

-Ends-

Notes to editors:

TV Credits

Project name: Poise

Brief: Drive consideration of the new Lexus IS amongst a conquest audience by demonstrating its amazing driving dynamics.

Client: Chris Taylor, Communications Senior Manager

Creative agency: CHI & Partners

Creatives: Rob Ferrara and Liz Oakley

Creative Director: Monty Verdi and Micky Tudor

ECD: Jon Burley

Planner: Rebecca Munds

Media agency: Zenith Optimedia

Media planner: Tamina Plum

TV Producer: Nicola Ridley

Film production company: Stink

Director: Pleix

Director of Photography: Stuart Graham

Post-production: Electric Theatre Collective & The Mill

Editor: Sam Rice-Edwards, Assembly Rooms

Audio post-production: Sam Ashwell, 750 mph

 

-ENDS-

 

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I love these ads, particularly the one with Laurretta and Shiori. I was surprised to see that there's not much of a height difference between them; I had always assumed that Laurretta was a lot taller than Shiori. I wonder whether it was the collaboration with Russell Maliphant on this that gave Tamara the idea of him choreographing a piece for ENB.

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