Star ballerina mirrors lexus is' balance, strength and beauty in european ad campaign
Lexus partners English National Ballet principal dancer Tamara Rojo for all-new IS advertising campaign
Campaign also includes innovative web experience on www.lexus.eu
Original hip hop soundtrack, 'Step It Up', to be released as a single
With its bold styling, superior driving dynamics and refined Lexus Hybrid Drive, the all-new IS is set to mark a new chapter for Lexus in Europe. To support the launch of this significant new model, Lexus created an original and unexpected advertising theme.
Launched today across Europe, the advertising campaign features principal dancers from the English National Ballet performing to a unique sound track, highlighting numerous attributes of the new generation IS through the medium of dance.
A new TV commercial combines the talents of renowned choreographer Russell Maliphant, English National Ballet prima ballerina and artistic director Tamara Rojo, and music producer Stephen Kozmeniuk.
Performed to a modern, hip hop sound track, Tamara Rojo's dancing draws parallels between the new IS's elegance, structural rigidity, and enhanced driving dynamics, and the strength, control and poise of a world-class prima ballerina.
The integrated campaign includes other commercials featuring English National Ballet star dancers and focussing on key features such as the exclusive, LFA-inspired driver's meter in the IS F SPORT, and the IS 300h's exceptional power to emissions ratio.
The commercials will be broadcasted on various channels in Europe, including CNN and Eurosport. The ballerina experience also extends online, through a new dedicated section of Lexus' European website (http://www.lexus.eu). Featuring the commercials as well as other behind-the-scenes clips and supporting materials, the online platform also benefits from innovative navigation tools and impressive visuals.
The sound track for the commercials, 'Step It Up', provides a unique departure from the classical musical scores traditionally associated with ballet. Created by Trap producer Stephen Kozmeniuk, who has previously worked with Nikki Minaj, Kanye West and Madonna, the track will shortly be released as a single.
Lexus' collaboration with the English National Ballet, Rojo, Maliphant and Kozmeniuk is a further demonstration of its aim to nurture and support artists and performers from diverse creative backgrounds through initiatives such as the Lexus Design Awards and Lexus Short Films.
From June 17th, the campaign can be viewed on the Lexus Europe website — http://www.lexus.eu, on the Lexus Europe Facebook page - https://www.facebook.com/lexuseurope, and the Lexus Europe YouTube channel - http://www.youtube.com/lexuseurope.
About the English National Ballet and Tamara Rojo
The English national Ballet is a classical ballet company founded in 1950 by the renowned British dance couple, Alicia Markova and Anton Dolin. Along with the Royal Ballet, Birmingham Royal Ballet and Scottish Ballet, it is one of the four major ballet companies in Great Britain. The company employs some 65 dancers and a symphony orchestra, and there is also an associated, independent school, the English National Ballet School. English national Ballet is one of the foremost touring companies in Europe, combining regular seasons at the London Coliseum with tours throughout the UK, Europe and the rest of the world.
Tamara Rojo was born in Montreal, Canada, on 17th May 1974 to Spanish parents who moved back to Spain when she was four months old. She started dancing at the age of 10 at the Victor Ullate Dance Centre in Madrid. After winning the gold medal at the Paris International Ballet Competition, aged 20, she was offered a contract with the Scottish Ballet, where she danced until moving to the English National Ballet in June 1997. There she was promoted to Principal Dancer in January 1998. Rojo joined the Royal Ballet as a Principal Dancer at the start of the 2000/2001 season, and continues to perform with the company as a guest artist. She is now Artistic Director of the English National Ballet as well as performing with the company as a Principal Dancer.
About Lexus
Launched in 1989, Lexus has become renowned throughout the world for its pursuit of perfection, the outstanding quality and sophisticated high-technology content of its products, and for its unique concept of complete customer service. Further reinforcing the traditional Lexus values of unparalleled build quality, comfort and interior luxury, Lexus is currently rejuvenating its line-up, launching a new wave of emotional and inspirational products featuring bolder product execution, superior driving dynamics and state-of-the-art technologies. Today, Lexus remains the first - and only - premium automotive manufacturer to offer a comprehensive full-hybrid model range comprising the RX 450h, the GS 450h, the LS 600h, the ES 300h, CT 200h and the all-new IS 300h.
Full product details can be found on the Lexus Europe newsroom on http://newsroom.lexus.eu