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Lexus: Stay Ahead


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Lexus and The&Partnership have launched a new action-packed campaign, 'Stay Ahead'. The campaign firmly positions the all-new RX as the ultimate hero in an exciting new chapter for the brand.
Agency: The&Partnership

With public responses to car advertising falling to an all-time low, ‘Stay Ahead’ looks to change this, with an attention-grabbing storyline and by highlighting the exciting experience of driving the Lexus RX with its three powertrain options; Performance Hybrid, Plug-In Hybrid and Performance Petrol. Featuring 45 assets in total, the campaign engages the public from the first encounter, with trailer-style social films leading the audience to a 1:47 action film directed by Mark Jenkinson, and featuring an original score by award-winning composer, James Radford. Inspired by Europe’s action film heritage, the action film was shot in historic Girona, northern Catalonia, Spain, and features a spy thriller storyline, which combines edge-of-your-seat driving sequences, with multiple characters racing through Girona, all striving to secure a mysterious briefcase. The opening scene kicks off nearly two minutes of heart-stopping action, keeping audiences guessing until the end. And then beyond it.
Credits Other credits

Client

Partnerships Tommaso Grassi

Brand Manager Loïc Charlon

Marketing Specialist Daria Fateeva

Agency

Chief Executive Officer Nick Howarth

Managing Director Sam Lewis

Head of Planning Oliver Egan

Planning Director Alex Fennemore

Business Director Josie Jenkins

Business Director Gavin Fullick

Account Director Lizzie Napper

Account Director Luke Martins

Account Manager Camille Le Senne

Account Executive Sadek Hossain

Head of Production Thea Evely

Art Buyer Emma Modler

Producer Liz Griffin

Producer Charlie Thacker

Project Manager Georgina Ingham-Clark

Production

Post Production / VFX ETC

Editor Iain Whitewright

Producer Julian Marshall

Producer Antonia Vlasto

Producer Amie Kingsnorth

VFX Supervisor Scott Ryan

Shoot Supervisor Ruben Llusia

Music / Sound King Leah

Sound Engineer Jack Sedgewick

Music / Sound James Radford

Composer James Radford

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