Chris little 

In Australia, Lexus is accepted as a maker of luxurious vehicles but not embraced as a credible luxury brand. As the Japanese upstart in a decidedly European category, our task was to transform Lexus’ outsider status from a liability into an asset. The answer lay in our commercial target.

 

With the boldly designed RX, we had a rare opportunity to prove Lexus is driven by the same instincts as its drivers. To demonstrate its belief in a confident, new mindset, Lexus Australia set out to create a campaign through a brave act.

 

Searching the world for a Lexus driver who dares to step forward, Lexus Australia brought Jeb Corliss, the world’s most renowned BASE jumper, to Australia to get behind the wheel of the first RX in the country … in the most dramatic way possible. As one of the world’s top wingsuit pilots, Corliss took delivery of the first Lexus RX in Australia in a way only he could – jumping from a cargo plane at 12,000 feet above sea level, flying via wingsuit and landing on a flat-bed trailer carrying the Lexus RX.

 

Results

160% increase against targets for the RX range for the month of December

19 million views of hero film in the first month

400% increase in unique visitors to the website

 

Credits

Andy DiLallo (CCO), Chris Little (CD Art), Rupert Taylor (CD Copy)