Kylie Minogue fronts new Lexus campaign

Car manufacturer Lexus launches its latest ad campaign this week, featuring pop princess Kylie Minogue and called "Quiet Revolution".

The campaign will promote Lexus' new CT 200h model, which the car marque describes as "the first full hybrid luxury compact car in the world".

The campaign has been created by CHI & Partners. Media planning and buying is handled by ZenithOptimedia.

The soundtrack to the ad features famous drummers, including Pauli Stanley McKenzie from Gorillaz, ex-Smiths sticks man Mike Joyce, Joji Hirota and the Taiko Drummers, and big band aficionado Vince Dunn.

The 30 musicians are filmed in locations including London's Bushy Park, playing their instruments in contrast to the quietness of the CT 200h. Kylie Minogue, behind the wheel of the car, drives by.

The ad was produced by Gorgeous, post-produced by The Mill and directed by Stacy Wall. It was created by Alan Cinnamond and creative partner Nigel Roberts, with Ben Clark was head of production.

Activity includes official Lexus YouTube uploads of the full TV commercial, plus a behind-the-scenes feature and an extended interview with Minogue.

Minogue said: "The CT 200h is your own space for peace and quiet among the hustle and bustle of the world."

Belinda Poole, Lexus director, said: "We believe the CT 200h is a revolutionary vehicle, bringing full hybrid technology to the luxury compact market for the first time.

"Kylie is an ideal brand ambassador for Lexus, as not only does she have immense appeal, she is also innovative and has a great personality, which will reach out and connect with new customers that the CT 200h will bring to Lexus."

The CT 200h is expected to launch at the end of next month.

Minogue signed up to be brand ambassador for Lexus at the end of last month. At the end of 2010 Lexus announced it would focus its global marketing around the theme of "progressive luxury"

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