Lexus confirmed a creative collaboration with Hollywood actor Jude Law to launch The Life RX.
The advertising campaign aim to ‘amplify the qualities’ of the new Lexus RX SUV. Jude Law will work closely with Lexus ‘to enable consumers to immerse themselves and be immersed in The Life RX through interactive videography and theatre’. He will also star in a television commercial filmed on the French Riviera and in the hills of Italy’s Fiuggi region.
The ad, which airs from today throughout Europe, depicts a hotel valet who is given the keys to Jude Law’s sharply styled RX and takes the car on an extraordinary and fast-paced journey. Filmed from a first-person perspective, it aims to catapult the audience into an exciting and luxurious new world. When the wayward valet returns, Law emerges to retrieve the keys and get into his Lexus. He immediately senses something is not quite right and, with a knowing look, drives off into the distance, leaving the valet behind with the memory of having experienced The Life RX for just a short while.
Jude Law said: “I love driving and the escapism that comes with it. The concept of The Life RX is such an interesting one, as it’s true that the right car can give you the keys to an extraordinary experience. The team at Lexus envisioned bringing something to life that was immersive and included everyone on the journey, and this was something I was keen to explore.”
Alain Uyttenhoven, Head of Lexus Europe, said: “We are extremely excited to be partnering with Jude Law, a fantastic actor and a true gentleman, for The Life RX campaign. The Life RX mirrors the fact that the RX brings a different, rewarding product experience based on a bold design, innovative technologies and, above all, a premium, luxury feel. At Lexus, providing an unparalleled progressive luxury experience is at the heart of our brand and we wanted to bring this message to life with an innovative launch campaign and television ad.”
Prices for the Lexus RX start at £39,995 OTR.