Posts tagged with "unique identity"

Lexus Illustration by Kaelen Felix for 360 Magazine

Lexus – “All In”

Sneakerhead, audiophile, fashionista, gamer … these people are “all in” on their passions. In a new marketing campaign breaking today for the Lexus 2021 IS, the automaker celebrates its own obsession: an unapologetically pure sports sedan. Entitled “All In,” the new campaign engages an audience that’s just as unapologetic about pursuing their unique interests. It features influencers and deep, diverse media partnerships.

“The IS customer is our youngest, most fiercely authentic yet,” said Lisa Materazzo, vice president of Lexus marketing. “The marketing campaign, like the new IS, is equally authentic and celebrates those who fully embrace their passions.”

Rather than casting actors, the campaign features eight micro-influencers. The first spot, “Names,” moves quickly through people from different walks of life who introduce themselves by the names they’ve earned—be it sneakerhead, gamer or audiophile.

Another spot, “Vanity Plates,” demonstrates just how far these enthusiasts will go to show off the obsessions that define them.  To ensure a connection with all consumers, unique ads were created to further explore the meaning of “all in” for Asian, Black, Hispanic and LGBTQ markets.

“Names” and “Vanity Plates” will air during primetime, special events and sports including NFL playoffs and NBA. Potential drivers and enthusiasts of Lexus will be able to ask their Google Assistant-ready devices about the new Lexus IS model to learn more about the vehicle’s latest technology, audio, performance and safety features, as well as a link to nearby dealerships. The campaign also includes video, audio, connected speakers, print, social and display.

Lexus is connecting with an audience that embraces their passions fully by providing content that celebrates those who go “all in.”

  • Epic Race. Lexus partnered with MotorTrend for an epic race between race car driver Rhys Millen and downhill skater Josh Neuman at speeds of over 70 MPH on Malibu’s legendary Deer Creek Road. The video is live now.
  •  Travel Influencer. Lexus is partnering with Courageous Studios, CNN’s brand studio, to produce a documentary-style campaign that follows Ugandan-American photographer, self-proclaimed geography nerd and travel expert Jessica Nabongo. The first black woman to visit every country in the world, Jessica’s story unfolds as she approaches her next milestone: seeing every state in the U.S. The campaign will be distributed via CNNgo in February.
  •   Fantasy Football. Last Fall, Lexus worked with Yahoo to create dynamic banners on the Yahoo Fantasy Football web site that leverage the players’ stats to serve custom ads to fans engaging in their passion.

About Lexus

Lexus’ passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its guests. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries.

In the United States, Lexus vehicles are sold through 242 dealers offering a full lineup of luxury vehicles. With six models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers eight F SPORT models and two F performance models. Lexus is committed to being a visionary brand that anticipates the future for luxury customers.

Keep up with Lexus on Facebook, Twitter, Youtube, Instagram and Pinterest

Lexus Press Release Image curtsey of Jesse Zand
Lexus Press Release Image curtsey of Jesse Zand
Lexus Press Release Image curtsey of Jesse Zand

ROLLS-ROYCE SILVER GHOST COLLECTION

ROLLS-ROYCE MOTOR CARS ANNOUNCES

THE ‘SILVER GHOST COLLECTION’

· A collection of 35 Bespoke Ghosts to be created in homage to the 1907 ‘Silver Ghost’

· British Assay Office specially produced AX201 and ‘RR’ Hallmarks to authenticate lineage of the collection

· 100% Pure Silver particles are infused into the hand-painted coachline

· Copper detailing redolent of the ‘Silver Ghost’ engine bay is featured on the collar of the Spirit of Ecstasy

For full press release, photo and video selections, HERE

In celebration of this extraordinary feat of engineering excellence, a special collection of model year 2018 Bespoke Ghosts will be created at the Home of Rolls-Royce in Goodwood, West Sussex. Thirty-five patrons of the marque will delight in a contemporary masterpiece of automotive history, as the Bespoke Collective of Rolls-Royce Motor Cars envisions the ‘Silver Ghost Collection’.

Speaking from the Home of Rolls-Royce, Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars, commented, “The extraordinary accomplishments of our marque’s founding fathers are honoured by the creation of this elegant ‘Silver Ghost Collection’. The Rolls-Royce Bespoke Collective masterfully weave the rich narrative of the original ‘Silver Ghost’ into just 35 motor cars, creating a contemporary homage to the original motor car. Today, our craftspeople and master artisans continue this legacy of excellence, creating unique motor cars that define luxury.”

The Rolls-Royce ‘Silver Ghost Collection’

Today, a Rolls-Royce motor car is the ultimate luxury, steeped in narrative, veiled in rarity. A Rolls-Royce Collection Car showcases the extraordinary talents of the Rolls-Royce Bespoke Design team; they are born collectables. These are future classics, destined for the lawns of the great international Concours d’Élégance.

Careful consideration has been paid to the defining features of this collection. References extoling the past are skilfully hand-crafted into Ghost’s interior and exterior, creating a contemporary homage which speaks as much of today’s great brand as the ‘Silver Ghost’ does of its day.

A solid sterling-silver Spirit of Ecstasy, the muse that has guided motor cars created by the marque since 1911, will hint at the pioneering heritage of this motor car’s forebear. A specially created Hallmark of AX201, the registration plate of the original ‘Silver Ghost’, will be marked on the base of each muse by the British Assay office, an honour reserved for few. Alongside the AX201 Hallmark, the Metal Fineness marks and the Assay Office town mark, a second unique ‘RR’ Hallmark, the eponymous badge of the marque, will act as the Sponsor’s Mark and authenticate its heritage.

A black-gold-plated collar enshrouds the base of the Spirit of Ecstasy, itself bearing the unique identity of this collection. An insert is crafted from hammered copper, in tribute to the copper extensively used in the engine bay of the original ‘Silver Ghost’. The copper, shaped, beaten and textured is engraved with the newly designed AX201 Hallmark.

Cassiopeia Silver, a complex Bespoke silver paint that incorporates both warm and cool tones, bathes the exterior of Ghost in a hue that echoes the silver paint of the original motor car. A Bespoke hand-painted coachline, applied by Rolls-Royce’s master coachline painter and taking eight hours to apply, is imbued with fine particles of 100% pure silver, adding to the provenance of this collection.

The face of the Model Year 2018 motor car is instantly recognisable as one of 35 in this collection. Black painted grille veins mimic the distinctive black grille of the ‘Silver Ghost’, while the fully-polished wheel centres encircled with ‘SILVER GHOST – SINCE 1907’ engraved on a Cassiopeia Silver backing, echo the fine details of the original car.

On opening the coach doors, accents of a specially created ‘Forest Green’ leather provide a nod to the original interior colour scheme. A newly designed silver tipped leather makes its Rolls-Royce debut, being incorporated onto the front and rear door panniers. Additionally, a silver onlay has been set into the open pore wood of the fascia and door cappings, flanking a solid silver ingot, hallmarked to allow reflection of this motor car’s great lineage.

Further reference to the ‘Silver Ghost’ is made via the collection’s clock, styled as an ingot of silver, engraved with ‘Silver Ghost Since 1907’ and once again marked with the distinguishing hallmarks of this collection. A peened solid silver encasement provides a decorative surface, reminiscent of the original dials of the ‘Silver Ghost’.

The tread plates proudly authenticate each motor car, engraved with the words ‘Silver Ghost Collection – One of Thirty-Five’, while the Rolls-Royce umbrellas, stowed in the doors of each motor car, are edged in a silver-coloured binding and have an open-pore Tudor Oak handle, with the end of the handle engraved to demonstrate its unique origins.

A Bespoke central console allows the patron to convey personal accoutrements, accommodating contemporary touring. A time-piece, sunglasses and accessories case is presented alongside a ‘Silver Ghost’ pen, shaped as the speedform of the car; clean, modern and streamlined.

As a finishing touch and to complete the collection, a rare and collectable Silver Ghost Hamper will continue Rolls-Royce’s romantic notion of the pinnacle in al fresco dining, proudly displaying a fusion of Bespoke Design with the finest craftsmanship.

Further information:

You can find the communications team at Rolls-Royce Motor Cars on Twitter and Instagram