Lexus Wants You to ‘Rise to It’ in its Inspirational Tennis Spot

Lexus U.K. has joined forces with agency T&Pm to bring viewers an inspirational new spot that puts the sport of tennis center stage.

As the official partner of Sky Sports Tennis, Lawn Tennis Association (LTA), and ATP tour, the automotive brand has launched a one-minute short film that draws parallels between its passion to innovate, with a tennis player's drive to improve. 

 

 

 

 

 

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The advert is composed of eye-catching vignettes that let viewers in on the life of an inspired athlete. We then witness him develop his love for the sport at a young age, up until his teenage years, and eventually in his adult life. 

Rain or shine, he never fails to wake up early and show up to the court, inviting viewers to share in his drive to succeed.

Lexus ends with a powerful message, its campaign slogan: "Rise To It." 

Passion As the Blueprint

Directed by Elliot Power and made alongside acclaimed cinematographer Lucazs Zal, the brand's empowering short film shows you just how far determination can bring you through the life of an athlete who has risen to ATP levels.

When it comes to the work, Lexus Strategy Lead Mat Thomas says that the campaign's goal was to develop a distinctive, right-brained, and emotional creative that strayed far from traditional car advertising.

Notably, this helped Lexus amplify its partnerships with the LTA and Sky's new Tennis channel.

"The route performed brilliantly in pre-testing and we’re delighted with the result, which I think demonstrates the brands' passion for the sport and commitment to the respective partnerships," he added. 

Meanwhile, Group Creative Director Frances Draskau expounds on how the underlying themes of its spot align with what Lexus stands for as a forward-looking luxury automaker. 

"As the colosseum of the stands surround the players, to rise to the top they must stand alone, distilling every skill they’ve ever learned into sporting excellence."

"Maintaining a singular focus to rise to greatness is part of Lexus' brand values and is stitched into every car with the 'L' logo on it," Draskau concluded.

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