- Saatchi & Saatchi has created a new TV and cinema campaign to launch Toyota's new luxury small car, the Lexus IS 200, across Europe.
'Make Waves' was directed by Vaughan Arnell through Godman and is backed by a £3.3 million TV and cinema spend in the UK. The Lexus IS 200 launches across Europe this month and will compete against the BMW 3-series and the Audi A4. An amended version of the ad is being used to launch the car in continental Europe, where it is already on air.
The UK campaign breaks on TV on 20 May, running until the end of June, with a second burst planned for both TV and cinemas this autumn.
The film, which is shot entirely in black and white, opens on the new IS 200 Lexus apparently being driven through the sky, over the top of a city. As the car moves over a bridge, water appears beneath it and the city appears to be submerged. The car emerges from the water into a rocky landscape and the commercial ends with the car falling into the water.
The soundtrack to the commercial is Placebo's 'Pure Morning' and the endline runs: 'IS 200 Lexus. Make Waves'.
David Brimson, general manager, marketing, at Lexus, said: "The IS 200 is aimed at the most competitive part of the premium car market. 'Make Waves' is designed to reflect that. It is all about upsetting the status quo."
The commercial was written by Richard Myers and art directed by Bill Gallacher. Media was bought and planned by Zenith Media.