To celebrate a new brand era and introduce its new global tagline (“Experience Amazing”), Lexus will feature the Lexus LC performance coupe and redesigned Lexus LS luxury sedan in a spot slated to run during the Super Bowl.
Titled “Man & Machine,” the commercial features dancer Lil Buck and the latest single from Sia, “Move Your Body.” The spot parallels the relationship between the shapes and movements of the human form and the power and athleticism of Lexus’ most premium models. Minnie Driver debuts as the new voice of Lexus.
“Man & Machine” was directed by Jonas Åkerlund of Serial Pictures for agency Team One.
Credits
Client Lexus Agency Team One Chris Graves, chief creative officer; Kathryn Nyquist, creative director; Ryan DiDonato, associate creative director; Leah Bohl, sr. producer. Production Serial Pictures Jonas Akerlund, director; B Akerlund, styling. Postproduction Chimney Pot Talent Lil’ Buck Music Song: Sia’s “Move Your Body”
Media Type:Commercial: Television
ScreenWork Categories:Commercial
The Best Work You May Never See: Droga5 Plants The Talking Tree, Brings Nature To Life At SXSW
Following the success of The Talking Tree campaign created for Agency for Nature in London, Droga5 London & Droga5 Dublin, part of Accenture Song, brought this innovative AI-powered experience to South by Southwest (SXSW) in partnership with The Trail Conservancy, UK Advertising, Locate Productions and Purpose Disruptor-led effort Agency for Nature. Expanding on the campaign’s mission to reconnect young people with nature, this first-of-its-kind activation gave visitors a chance to engage in real-time “conversations” with a living tree, inspiring new ways to consider their relationship with the natural world.
The Talking Tree experience was an extension of a SXSW panel featuring the project entitled “Earth’s Biggest Brief: The World’s First Agency for Nature” hosted by UK Advertising at UK House on Sunday March 9.
Building on the original London activation featuring a 150-year-old horse chestnut tree, the Talking Tree experience was brought to life in Austin with a 50-year-old live oak tree located along the Hike & Bike Trail near the center of SXSW activity. Over two days, festival-goers engaged in tech-enabled conversation with the tree, which used real-time sensory data to “speak” about its surroundings, history, and connection to the environment.
Signals from the tree are translated into a voice, shaped by data from over 10 sensors measuring bioelectrical signals, wind speed, temperature, soil moisture, humidity and more, alongside historical insights about the tree’s lifespan. These inputs feed into a local large language model (LLM), which acts as the ‘brain’ of the tree’, shaping the tree’s personality and enabling live, real-time conversations.
Over two days at SXSW, The Talking Tree engaged... Read More
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