Agency: CHI & Partners
Pop icon Kylie Minogue will hit screens this week to launch the new Lexus CT 200h, the first full hybrid luxury compact car.
The Quiet Revolution campaign, created by CHI & Partners, sees Minogue supported by 60 of the world’s most diverse and talented drummers. The “Drum Roll” execution features the full spectrum of the music scene, from Pauli Stanley McKenzie from Gorillaz Sound System and ex-Smiths member Mike Joyce, to Joji Hirota and the Taiko Drummers and big band sticksman Vince Dunn. Filmed in an equally wide range of locations – including almost 30 musicians gathered in the wide open spaces of London’s Bushy Park – they provide a loud and attention-grabbing prelude to the refined quietness of the CT 200h, with Kylie at the wheel.
The TV campaign will be supported by social media, including official Lexus YouTube uploads of the full TV commercial, plus a behind-the-scenes feature and an extended interview with Kylie.
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. Our Quiet Revolution campaign is a perfect way of introducing this to the widest possible audience.
“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.”