Creativity

Jude Law's Valet Goes for a Ride in Lexus Spot for RX Model

Smuggler's Adam Berg Directs Actor in European Campaign

By Alexandra Jardine. Published on Dec 16, 2015

Editor's Pick

Jude Law -- who's already appeared in a global campaign for Johnnie Walker this year -- chalks up another commercial appearance with this pan-European ad for Lexus.

Promoting luxury SUV model the Lexus RV, the spot, by CHI & Partners London and directed by Smuggler's Adam Berg, is told from the point of view of a valet who's given Law's RX keys, and takes a sneaky ride in the car. Filmed from a first-person perspective, the story charts his adventures as he steps into Law's luxurious life -- this includes eating oysters, waterski-ing, a fashion show, a boxing match and a red carpet event at which he signs autographs (It's not clear why everyone thinks he's Law, as it's eventually revealed that our valet doesn't look anything like him -- but maybe it's just a fantasy). Eventually he returns the car to Law -- but will he realize?

Law will continue to work with Lexus throughout the integrated campaign, which also includes out-of-home and print, and gave the following statement: "I love driving and the escapism that comes with it. The concept of "The Life RX" was such an interesting one, as it's true that the right car can give you the keys to an extraordinary experience. The team at Lexus envisioned bringing something to life that was immersive and included everyone on the journey, and this was something I was keen to explore."

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About

Credits

Date
Dec 16, 2015
Agency:
CHI & Partners London
Client:
Lexus
Production Company:
Smuggler
Director:
Adam Berg

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