Influence. Who has it, and how do they utilize it to help offer products and services? Some brand names insist on dipping into the Instagram swimming pool for skill. Others, like Lexus, discover their edge in emerging artists, and then seek to re-express this raw aesthetic in pop cultural terms that connect to the brand.
In its new marketing campaign,”Psychological Sparks,”Lexus commemorates its commitment to engineering vehicles that deliver the liberty, excitement, and motivation that motorists need to spark their imaginative visions. To bring the campaign to life, Lexus partnered with a group of musical artists who get encouraged by their in-vehicle experiences. The artists then work together for the very first time to create an original music track.
Titled”No Ceiling,”the track was produced by three-time Grammy-nominated, American record manufacturers and songwriting duo Nova Wav, Korean-American R&B artist Audrey Nuna and Argentinian freestyle rap artist Ecko, and is offered on major streaming platforms. For the music video, popular dancer and choreographer Zak Ryan Schlegel brought the song to life.
“At Lexus, our motivation originates from our visitors, and this campaign beautifully showcases the best of Lexus’ guest enthusiasms, energy, and excitement,” stated Vinay Shahani, vice president of Lexus marketing. “Focusing on how our visitors feel while driving and owning a Lexus is critical and supplies the trigger for us to develop cutting-edge functions.”
AMC Theatres Doesn’t Make Movies, They Make Them Better AMC Theatres, the biggest theatrical exhibitor on the planet has launched a $25+ million national marketing campaign throughout the United States to advise movie lovers that Hollywood’s stories are enjoyed in their best light– with a smooth, common, multi-sensory experience at AMC.
The core element of the project are several 60-second, 30-second, and 15-second filmed commercials all of which star Oscar winner and 4-time Academy Award nominee Nicole Kidman. The spots were directed by two-time Academy Award nominee Jeff Cronenweth and Tim Cronenweth of Wondros Collective and were composed by Academy Award screenwriter candidate Billy Ray.
Adam Aron, Chairman, and CEO of AMC stated, “Thanks to the billions of dollars we have actually raised this year, AMC is strong, and it is time for AMC to play on offense once again.” Aron added, “Nobody states it much better than Nicole Kidman when she mentions how unique it is to see ‘dazzling images on a substantial silver screen.'”
Barkley in Kansas City is AMC’s lead agency and spearheaded each aspect of this effort for AMC, from principle through production.