In 2017, Lexus launched LC, a new flagship sports car designed to showcase its design and technological prowess, as well as being a genuine driver’s car. The vehicle is unique in its segment in that it is offered in both petrol-electric hybrid and naturally-aspirated V8 configurations.
To help drive awareness for the model, Lexus engaged DMS Media to devise and produce a rich media campaign that would attract persons in the 18-34 age range on social media and seed one of the brand’s key messages of ‘Exhilarating Performance’.
The campaign created is ‘Exit Music’. It sees industry-renowned precision driver, Mark Higgins, execute a number of daring high-speed manoeuvres in the LC, during the middle of the night at Cabots Circus Car Park in Bristol. The project consisted of a short ‘hero’ film delivered in multiple channel-specific edits and was supported by a suite of static and dynamic photography.
2nd October 2018