Published on: 21/02/2011 12:33 PMReported by: LozzyST
Kylie Minogue and a legion of drummers herald the arrival of the CT 200h
■ Quiet Revolution campaign breaks this week to introduce the new Lexus CT 200h
■ Kylie Minogue fronts cross-media campaign as the “face of Lexus” in new television and press ads
■ Drum Roll TV commercial brings Kylie together with 60 drummers to beat out news of the world’s first full hybrid luxury compact car
A Quiet Revolution begins this week as Lexus initiates a memorable and star-studded campaign for the new CT 200h, the world’s first full hybrid luxury compact car. And how better to spread the news than to ask pop icon Kylie Minogue, supported by one of the most diverse and talented groups of drummers the world has seen or heard?
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.
As well as capturing prime time airspace on British television, the Quiet Revolution will also fully exploit the potential of social media, including official Lexus YouTube uploads of the full TV commercial, plus a behind-the-scenes feature and an extended interview with Kylie.
As Kylie herself explains: “The CT 200h is your own space for peace and quiet amongst the hustle and bustle of the world.”
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.”
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