Argentinian freestyle rapper Ecko
In its new Emotional Sparks marketing campaign, Lexus celebrates its commitment to developing vehicles that give drivers the freedom, excitement and inspiration they need to realize their creative visions. To bring the campaign to life, Lexus partnered with a group of musicians who had firsthand experience of innovations such as the Lexus Teammate ™ Advanced Drive Technology on the new LS500h, Remote Park, and Plug-In Hybrid Electric technology on the brand new one NX and the exhilarating 5.0-liter V8 engine performance of the very first IS 500. Motivated by their in-vehicle experiences, the artists work together (for the first time) to create an original music track inspired by innovation and performance.
The track, entitled “No Ceiling”, was created by a three-time Grammy-nominated American record producer and songwriter duo Nova Wav, Korean-American R&B artist Audrey Nuna and Argentinian freestyle rapper Ecko, and is available on major streaming platforms. For the Music video, renowned dancer and choreographer Zak Ryan Schlegel brought the song to life Both the song and the music video are live below www.lexus.com/sparks.
Korean-American R&B artist Audrey Nuna
“‘No Ceiling’ captures the limitless feeling you have when you drive your car and your favorite song is playing,” says Nova Wav, songwriter for Warner Chappell Music. “We loved producing this track with Audrey and Ecko and seeing Zak move. The energy of our collaboration is expressed in the video and in the commercials. ”
“At Lexus, our inspiration comes from our guests, and this campaign beautifully shows the passion, energy and enthusiasm of Lexus guests,” said Vinay Shahani, vice president of Lexus Marketing. “Prioritizing how our guests feel about driving and owning a Lexus is critical, and it gives us the impetus to develop cutting-edge features like our brand new multimedia system called Lexus Interface and Teammate ™ Advanced Drive technology.”
While the music video “No Ceiling” offers a complete overview of the collaboration, the individual artists and songwriters are the focus in 4:30 TV spots. Each spot offers an excerpt from “No Ceiling” and its inspiration:
“Plug in, play loud”- Nova Wav hears Audrey Nunas singing as she electrically navigates the city streets in the new 2022 NX plug-in hybrid vehicle. “hands to the sky“- Audrey Nuna’s lyrics take shape as she gets behind the wheel of the 2022 LS 500h and activates the all-new Lexus Teammate ™ Advanced Drive technology.
“The quick way“- Ecko from Warner Chappell Music is enlivened by the performance of the IS 500 and writes his verses as he accelerates.
“The asphalt stage”- Zak Ryan Schlegel brings in a dancer’s perspective as he performs moves inspired by the NX 350h’s Remote Park, a feature of Advanced Park.
American record producer and songwriter duo Nova Wav
Emotional Sparks TV commercials air during prime time, late night, and sports, including the NFL, college football, the NHL, and the Premier League. The campaign also includes Advanced TV, Digital, Social, Print and Out of Home.
A variety of media partnerships will deliver content that celebrates innovative creative processes. In partnership with Playbill, The Times Square Alliance and The Broadway League, Lexus becomes the Auto Presenting Sponsor of Curtain Up! his, a three-day celebration of Broadway’s return to the heart of Times Square. Further media partnerships will be introduced in the coming months.
Photos courtesy of Lexus