Influence. Who has it, and how do they use it to help sell products and services? Some brands insist on dipping into the Instagram pool for talent. Others, like Lexus, find their edge in emerging artists, and then seek to re-express this raw aesthetic in pop cultural terms that attach to the brand.
In its new marketing campaign, “Emotional Sparks,” Lexus celebrates its commitment to engineering vehicles that deliver the freedom, excitement, and inspiration that drivers need to spark their creative visions. To bring the campaign to life, Lexus partnered with a group of musical artists who get motivated by their in-vehicle experiences. The artists then collaborate for the first time to create an original music track.
Titled “No Ceiling,” the track was created by three-time Grammy-nominated, American record producers and songwriting duo Nova Wav, Korean-American R&B artist Audrey Nuna and Argentinian freestyle rapper Ecko, and is available on major streaming platforms. For the music video, renowned dancer and choreographer Zak Ryan Schlegel brought the song to life.
“At Lexus, our inspiration comes from our guests, and this campaign beautifully showcases the very best of Lexus’ guest passions, energy, and excitement,” said Vinay Shahani, vice president of Lexus marketing. “Prioritizing how our guests feel while driving and owning a Lexus is critical and provides the spark for us to develop cutting-edge features.”
AMC Theatres Doesn’t Make Movies, They Make Them Better
AMC Theatres, the largest theatrical exhibitor in the world has released a $25+ million national advertising campaign across the United States to remind movie lovers that Hollywood’s stories are enjoyed in their best light – with a seamless, communal, multi-sensory experience at AMC.
The core component of the campaign are multiple 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 written by Academy Award screenwriter nominee Billy Ray.
Adam Aron, Chairman, and CEO of AMC said, “Thanks to the billions of dollars we have raised this year, AMC is strong, and it is time for AMC to play on offense again.” Aron added, “No one says it better than Nicole Kidman when she points out how special it is to see ‘dazzling images on a huge silver screen.’”
Barkley in Kansas City is AMC’s lead agency and spearheaded each aspect of this effort for AMC, from concept through production.