Lexus Dances To A New Tune With Hip-Hop Ballet Campaign For The All-New Is
EPSOM , UNITED KINGDOM – June 19, 2013: Lexus has designed a new advertising campaign for its all-new IS sports saloon that uses a remarkable combination of classical ballet and hip-hop to convey a message of balance, strength and beauty.
This original theme features principal dancers from English National Ballet performing to a specially commissioned hip-hop soundtrack. The performance is choreographed to express many of the leading attributes of the new IS through dance.
The television commercial, Poise, which will reach UK screens on 5 July, combines the talents of choreographer Russell Maliphant, English National Ballet prima ballerina and artistic director Tamara Rojo and music producer Stephen Kozmeniuk.
Rojo breaks with classical convention by dancing to a new hip-hop soundtrack, Step It Up, specially produced by Trap producer Kozmeniuk, whose credits include work with Nikki Minaj, Kanye West and Madonna. Her interpretation draws parallels between the elegance, structural rigidity and driving dynamics of the new IS, with strength, poise and control of the world-class ballet dancer.
The integrated campaign includes further commercials featuring other leading ENB dancers, focusing on different aspects of the new IS such as its LFA supercar-inspired instrumentation, the IS F Sport and the exceptional power-to-emissions performance of the full hybrid IS 300h.
The series of advertisements is available to view on-line on the official Lexus Facebook page and the official Lexus YouTube channel.