Lexus Europe has released ‘The Art of Standing Out’, a campaign that brings to life both modern and classic works in juxtaposing – and clever – everyday scenarios.
The flagship spot by The&Partnership’s CHI&Partners follows a Lexus NX driving through a cityscape. From the perspective of the passenger, the viewer sees Vermeer’s ‘Girl with a Pearl Earring’ hand her luggage to a bellboy outside a hotel before an inflatable shaped like Jeff Koon’s ‘Balloon Dog’ escapes the clutches of a young boy.
Elsewhere the car drives past a façade painted with Mondrian’s ‘Composition A’, as well as a shoe store decorated with a real-life vase filled with Vincent Van Gogh’s ‘Sunflowers’.
After passing Georges Seurat’s ‘Bathers at Asnieres’, the drive ends at a 1940s diner: a full scale recreation of Edward Hopper’s ‘Nighthawks’.
The spot was directed by Ne-O at Stink.
Michael Tripp, general manager for brand communications at Lexus Europe, said: “The idea behind this campaign has an elegant simplicity to it that we immediately bought into, linking the striking design of the new NX to the world of art. This vehicle captures your attention and stands out on the road, and we wanted to reflect that in the work.”
Micky Tudor, joint executive creative director at CHI&Partners, added: “As Lexus is famed for its exquisite design credentials, we felt it would be fitting to pay homage to some of the world’s greatest works of art in this new campaign for the new NX.
“It’s been a pleasure to see such a simple idea delivered so beautifully by Ne-O, too – the attention to detail is phenomenal, and the work has been crafted to within an inch of its life.”
The campaign spans TV, print, digital and social media. It is set to go live across Europe through a media campaign planned by with M/Six.