Lexus has revealed its new advertising campaign, “Rise to It,” which is a celebration of tennis from the grassroots to the professional level. The campaign is the result of a smart and high-profile relationship with Sky Sports, the ATP, and the LTA circuits. The ad, created by London-based firm T&Pm, raises the bar for how automakers may interact with sports to increase audience engagement and brand resonance.
Strategic Partnerships Increase Brand Awareness
The purpose of Lexus’s partnership with these major sports media outlets is to take advantage of tennis’s enormous appeal and audience in the United Kingdom. With its partnerships with the ATP and LTA circuits, as well as its prominent placement on Sky Sports’ new Tennis channel, Lexus hopes to reach a broad and varied audience. According to Mat Thomas, the lead for brand strategy at Lexus, the project is essential to increasing the brand’s yearly volume increase through improved salience.
Innovative Coupling of Sports and Automotive Innovation
The campaign’s crux, a 60-second hero commercial, perfectly captures the commitment, perseverance, and emotion that characterise both amateur and professional tennis. It makes a comparison to Lexus’s dedication to quality and innovation in the automobile industry. A tennis player’s path from childhood devotion to professional accomplishment is depicted in the advertisement, emulating the campaign’s motto, “Rise to It.”
Creating Emotional Bonds with Stories
With cinematography by Lucazs Zal and directed by Elliot Power, the commercial transcends traditional auto ads by emphasising emotional connection and storytelling. It draws attention to an athlete’s continuous motivation and personal development, allowing viewers to identify with the underlying concepts of greatness and resolve.
Group Creative Director Frances Draskau underlined that the campaign’s concepts are consistent with Lexus’s core principles. “As players are surrounded by the colosseum of stands, their journey to rise to the top epitomises the singular focus and excellence that Lexus instils in every car it produces,” Draskau added. The advertising phrase “Rise To It,” which reverberates throughout the advertisement and embodies the forceful message, complements Lexus’s positioning as a premium carmaker that is progressive.
A Cross-Platform Ad for Wide Distribution
The Lexus campaign, which is scheduled to run for the next two years, will be shown on TV, in theatres, and on video-on-demand platforms. The “Rise to It” message will be resonant across a range of audience touchpoints thanks to this multi-channel strategy, which maximises impact and engagement.
By fusing automobile advertising with the spirit of tennis, the strategic, creative, and emotional elements of the Lexus “Rise to It” campaign present a unique approach to the industry. This advertisement campaign not only establishes a standard for subsequent sports-related marketing initiatives, but it also fortifies Lexus’s standing as a company that embodies quality, enthusiasm, and innovation.
Source: https://www.youtube.com/watch?v=pqmjN1w2jgM https://media.lexus.co.uk/category/corporate/corporate-releases/
