Lexus Europe partners with Hollywood actor Jude Law for the launch of the 2016 Lexus RX SUV

2016 Jude The Life RX

HOLLYWOOD ACTOR STARS IN NEW CAMPAIGN AND TV AD GIVING VIEWERS THE KEY TO AN EXTRAORDINARY LIFESTYLE

BRUSSELS, 22-12-2015 — /EuropaWire/ — Lexus Europe today announced a creative collaboration with Hollywood actor and producer Jude Law to launch the “The Life RX”. The campaign is designed to amplify the brand’s spectacular new luxury SUV, the 2016 Lexus RX. It will bring to life a fast paced and exciting lifestyle; one with sophistication and edge in which the driver decides what is possible.

The announcement marks the start of a unique collaboration that will encompass the worlds of luxury, experience and craftsmanship. Jude Law will work with Lexus in a truly integrated fashion, allowing consumers to immerse themselves and be immersed in ‘The Life RX’ through interactive videography and theatre. He will also star in a TV commercial, shot on the glamorous French Riviera and in the beautiful hills of the Italian Fiuggi region.

The advert, airing from today throughout Europe, depicts a valet who upon being given Law’s RX keys, takes a seat in the sharply styled SUV and embarks upon an extraordinary, fast paced and luxurious journey. Filmed from a first person perspective, the audience is catapulted into a fast paced and exciting new world. As our wayward valet returns to the hotel, Law emerges to retrieve his keys and get into his car. He immediately senses something is a little out of the ordinary, and knowingly drives off into the distance leaving the valet who has experienced ‘The Life RX’ for just a short while behind him.
Speaking about the campaign Jude Law said: “I love driving and the escapism that comes with it. The concept of ‘The Life RX’ was 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 a fantastic actor and true gentleman, Jude Law 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 unparalleled progressive luxury experience is at the heart of our brand DNA and we wanted to bring this message to life with an innovative launch campaign and television ad.”

Go to https://youtu.be/qF9NTslNGpY to watch ‘The Life RX’ advert, and to https://youtu.be/jbzF-E5Hohw to watch a behind-the-scenes clip.

The all-new fourth generation Lexus RX made its European debut at the Frankfurt Motor Show in September, and is on sale now.

Product information and assets are available on Lexus Europe’s newsroom at the following address: http://newsroom.lexus.eu/newsroom/135/213/rx

Contact Information
Etienne Plas
Head of Product Communications
+ 32 2 745 20 22
etienne.plas@lexus-europe.com

Laurence Pothen
Project Leader
+ 32 2 745 34 33
laurence.pothen@lexus-europe.com

Gemma Morris
+44 20 3003 6422
Lexus@freuds.com

SOURCE: Lexus