Lexus releases original song and music video inspired by vehicle experiences

Dive brief:

  • Lexus released an original song and music video this week inspired by the creative influence of its vehicles, according to a press release. The music is part of a larger multi-channel campaign called “Emotional Sparks”.
  • The song, titled “No Ceiling”, is a collaboration between American producer and songwriter duo Nova Wav, Korean-American R&B artist Audrey Nuna and Argentine freestyle rapper Ecko, and is based on their experiences in Lexus vehicles. The track is available on all major streaming platforms and Lexus campaign site, with the accompanying video clip developed with choreographer Zak Ryan Schlegel.
  • Other social, digital, advanced television, print, and out of home (OOH) efforts will soon premiere for “Emotional Sparks,” including four 30-second spots that showcase the artists in the collaboration and will be broadcast during prime time, late evening and during sporting events. The campaign sees Toyota-owned Lexus using music marketing to communicate its vehicle experience.

Dive overview:

Lexus promotes original song and music video to convey the message it creates with vehicles that inspire creative vision. The artists who wrote and produced the creation were said to have been motivated by first-hand experiences in new Lexus models – including the LS 500h, NX and IS 500 – which could demonstrate that its claim of inspiration is more than marketing. empty. Additionally, bringing together a diverse group of artists spanning origin countries and genres could help Lexus get its message out to a global audience.

Although the main 30-second spots are broadcast on television, the availability of “No Ceiling” on streaming platforms could find mobile consumers on some of their favorite apps. Young adults, specifically, consume the majority of their music on streaming platforms, an idea that could help Lexus increase brand awareness among this audience of potential car buyers. “No Ceiling” had over 8,000 plays on Spotify at the time of publication.

Creating an original song is a way for brands to harness burgeoning audio media to deepen non-advertising communication with consumers. Activation needs to be genuine though, as people can easily tell when a campaign looks fake. While it’s too early to know if the original track and Lexus music video will be well received, similar efforts by automotive brands could signal the campaign’s success. Chevrolet, for example, launched a rebooted version of Breland’s “My Truck” earlier this year, garnering nearly 686,000 likes on TikTok.

Other aspects of “Emotional Sparks” seek to further align Lexus with new marketing channels. The brand is teaming up with Playbill, The Times Square Alliance and The Broadway League to serve as the automatic presenter sponsor of Curtain Up !, a three-day celebration. for the return of live theater to New York. Future media partnerships will also launch in the coming months, depending on the release.

Lexus has been active this year experimenting with different chains to reach a wider range of audiences. These efforts included a livestream on Twitch that saw players customize a vehicle, a car-inspired shoe drop surrounding sneaker culture, and a five-day experiential road trip to promote wellness.

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