The new Lexus campaign for the launch of the Lexus ES executive sedan has been conceived and designed using artificial intelligence (AI). Lexus not only wants to push the boundaries of technology and innovation in the development of cars, but also how the brand wants to put its cars on the market.
The 60-second video ‘Driven by Intuition’ is directed by Oscar-winner Kevin Macdonald, director of The Last King of Scotland, Whitney, and the winner of a Best Documentary Academy Award. By using AI, the content and the creative concept correspond much better with the characteristics that Lexus defines as a brand.
The film premiered November 15 in the UK on social media and cinema channels in Europe. The launch of this completely new ES executive will start next year. The campaign shows similarities with the presentation of the Lexus Hoverboard . The story line and the script of the film are compiled entirely by deploying AI in collaboration with, among others, the IBM Watson suite with AI tools and applications.