Saatchi & Saatchi NZ releases Lexus campaign: ‘Kokoro Wo Komete’ or ‘Soul Meets Machine’
Saatchi & Saatchi has released a new campaign for Lexus called ‘Kokoro Wo Komete’ or ‘Soul Meets Machine.’
The idea is based around the quintessentially Japanese marriage of old school and new school; of tradition and technology; of humans and machines, and it is firmly rooted in the philosophy of ‘Takumi’, or master craftsmen who imbue it with its own lifeforce and “make it just so”.
Agency : Saatchi & Saatchi New Zealand
Production Company: Saatchi & Saatchi
Executive Creative Director: Antonio Navas
Director: Matt Campbell
Art Director: Matt Campbell
Copywriters: Simon Pound, Anne Boothroyd
Post Production: Blockhead
Audio: Big Pop
DoP: Mark Pugh
Head of Content: Jane Oak
Producer: Loren Bradley
Group Account Director : Mark Cochrane
Senior Account Manager: Emma Guadagni
Head of Planning : Murray Streets
Clients:
Neeraj Lala – General Manager – Market, Product, Used Vehicles
Debbie Patullo – Manager – Lexus NZ
David Rhodes-Robinson – Marketing Manager
Gee Mason – Lexus Marketing
7 Comments
Hang on… I’m confused. Is this Lexus spot from 1993? Or 2012?
Because I can’t tell.
Prease consider.
Better than the Aussie stuff. At least it means something, even if it does look like it was done on the cheap.
Nice one Saatchis, very funny teaser, can’t wait for the reveal.
Really confused by this. Feels like a relic from the past.
yawn….
I drive a Lexus so I guess I fit the target market.
But that was like a brochure in motion.
I agree Hara-Kiri. While this work might not be great, it’s a damn sight better than the atrocious new work over in Australia. The Aussie work is such an amateur attempt by the agency to answer the clients desperate brief to ‘make our brand more sexy’. The result is just a load of ‘insert luxury brand here’ fluff! Such a tragedy when, having now seen the GS in the flesh, finally Lexus seem to have designed a car that will hit the right emotive buttons in its own right anyway. Instead they shoot the car really badly & then hide it amongst a whole lot of arty twaddle – as if it was a Toyota Camry ad!
At least with this NZ work I get a sense of what Lexus is all about (interesting that they don’t shy away from their Japanese roots either). Importantly the car looks great too – well at least relative to any other Lexus model.