Lexus: AI Driven by Intuition

Leveraging the ES's AI-powered driving experience, Lexus partnered with T&Pm to create a world-first: an AI-written commercial. This innovative approach not only demonstrated the car's technological prowess but also explored the potential of AI in the creative process itself, resulting in a campaign that exceeded all expectations.

The European premium automotive market is dominated by German brands, leaving Lexus with low awareness and limited media spend. Traditional car advertising in the ES's segment relied on tired business clichés and functional messaging, focusing on fleet sales. Lexus needed to differentiate the ES, highlighting its imaginative technology and appealing to "intuitive leaders," a target audience seeking visionary and exciting experiences. The challenge was to create a campaign that would resonate with this audience and position the ES as a truly unique offering in a crowded market.

T&Pm trained an AI to write a script for a commercial, mirroring the ES's own AI-driven features. This involved feeding the AI a diverse range of data, including insights into the preferences of intuitive leaders, award-winning car commercials, luxury brand communications, and emotional triggers in advertising. The AI also received Lexus' brand guidelines and product information for the ES. This unique approach allowed the AI to craft a script that reflected both the car's innovative technology and the emotional needs of the target audience, resulting in a truly original and compelling narrative. Human director Kevin Macdonald then brought the AI's script to life, showcasing a harmonious blend of human and artificial intelligence.

The AI-generated campaign significantly exceeded expectations across all key metrics. It generated substantial buzz across 25 countries, website visits to the ES page surged, with users spending significantly more time engaging with the content. Most importantly, sales orders for the ES surpassed targets by 40%, demonstrating the campaign's effectiveness in driving consumer interest and purchase intent. The campaign proved that AI can be a powerful tool for creativity, not a replacement for it, opening up new possibilities for the future of advertising.