The Challenge


The Lexus ES is an intuitive vehicle, packed with AI-powered technology that works with the driver for superior performance. 

The Approach

This partnership of ‘man working with machine’ product truth led us to create a campaign where the hero film would be written by a machine and directed by an Oscar-winning human.

Working with our agency partners Visual Voice, we built a bespoke Artificial Intelligence and ‘trained’ it to write the Lexus ES advert. Data included the last 15 years’ worth of Cannes-Lions-winning car and luxury advertisements, 1st party data on emotional intelligence and intuition, 3rd party ad-tracking data from Unruly and the Lexus brand guidelines. The AI then created a narrative rich in genuine human emotion and undistinguishable from something written by a human; the campaign ran on TV, cinema and online across Europe

Results

The campaign generated +€1 million in earned media, including features in Variety, The Daily Mail and City AM.

Searches for Lexus ES up 76%

Car sales +40% against target

400,000+ page visits

€2m earned media value