Lexus: Driven By Intuition
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The Lexus ES is an intuitive vehicle, packed with imaginative technology that works with the driver. It’s AI-type skills means that it can read the road and respond to what’s around it. This partnership of man and machine inspired a campaign that pushes this combination to the extreme…a script written by a machine and directed by an Oscar-winning human.
Working with our agency partners Visual Voice, we built a bespoke Artificial Intelligence and ‘trained’ it with an abundance of information to enable it to write the Lexus ES advert. Using a combination of 15 years’ worth of Cannes-Lions-winning car and luxury advertisements, data on emotional intelligence and intuition, and the Lexus brand guidelines, we created a narrative rich in genuine human emotion and undistinguishable from something written by a human. The Lexus ES – Driven by Intuition.
The campaign ran across Europe in cinema, digital, social, print and OOH.
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