The last part of Lexus CT 200h’s huge marketing campaign is called Quiet Revolution which marks the arrival of the premium hybrid hatchback. In this ad campaign, Lexus ambassador Kylie Minogue and 60 drummers will make some noise for the car!
The star-studded campaign brings a number of celebrities together to promote the car. The CT 200h is a groundbreaking vehicle, the world’s first full hybrid premium hatchback which can very well become the new Toyota Prius and enjoy an enormous success. We’re just disappointed with the way it looks. It is quite dull!
The musicians that feature in the television commercial, Drum Roll, represent the full spectrum of the music scene, from Pauli Stanley McKenzie from Gorillaz Sound System and ex-Smiths member Mike Joyce, to Joji Hirota and the Taiko Drummers and big band sticksman Vince Dunn. Filmed in an equally wide range of locations – including almost 30 musicians gathered in the wide open spaces of London’s Bushy Park – they provide a loud and attention-grabbing prelude to the refined quietness of the CT 200h, with Kylie at the wheel.
Belinda Poole, Lexus Director, said: “We believe the CT 200h is a revolutionary vehicle, bringing full hybrid technology to the luxury compact market for the first time. Our Quiet Revolution campaign is a perfect way of introducing this to the widest possible audience.
“Kylie is an ideal brand ambassador for Lexus as not only does she have immense appeal, she is also innovative and has a great personality which will reach out and connect with new customers that the CT 200h will bring to Lexus.”
