To establish its most dramatic point of difference vs. all other luxury competitors, we created the Lexus Canada strategic master campaign: “Lexus is Love”.
The main insight and idea of the campaign is to focus on Lexus’ truly unique point of difference. Normally, an owner loves their car. In this case the car design, technology and customer service is designed to take care and love the owner. The owner, as a result, also feels love for the car and the brand. This strategic concept creates a powerful, unique “relevant differentiation” for Lexus, allowing the brand to be appreciated for its superiority in technical performance and customer orientation.
The concept was developed in strategic alliance with Dentsu, to win an account competition. The Canada account was won by Dentsu against three other major agencies.
CREATIVE DIRECTOR: Piet Van Praag
STRATEGIC DIRECTORS: Matthew Asinari/Nico Van Praag