Stay Ahead

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.

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.

To ensure that the campaign communicates the Stay Ahead message at every moment in the customer journey, with the same twists and turns you’d expect from a blockbuster film franchise, the campaign also delivers an extended Stay Ahead Film version which was made for made for the big screen, alongside 20”, 25” and 30” TV edits, dealership POS, 6 product films, and a 25 image suite, photographed by Anton Watts.