Saatchi & Saatchi releases new Lexus campaign: ‘Kokoro Wo Komete’ or ‘Soul Meets Machine’
Saatchi & Saatchi has released a new campaign for Lexus called ‘Kokoro Wo Komete’ or ‘Soul Meets Machine.’
The idea is based around the quintessentially Japanese marriage of old school and new school; of tradition and technology; of humans and machines, and it is firmly rooted in the philosophy of ‘Takumi’, or master craftsmen who imbue it with its own lifeforce and “make it just so”.
Agency : Saatchi & Saatchi New Zealand
Production Company: Saatchi & Saatchi
Executive Creative Director: Antonio Navas
Director: Matt Campbell
Art Director: Matt Campbell
Copywriters: Simon Pound, Anne Boothroyd
Post Production: Blockhead
Audio: Big Pop
DoP: Mark Pugh
Head of Content: Jane Oak
Producer: Loren Bradley
Group Account Director : Mark Cochrane
Senior Account Manager: Emma Guadagni
Head of Planning : Murray Streets
Clients:
Neeraj Lala – General Manager – Market, Product, Used Vehicles
Debbie Patullo – Manager – Lexus NZ
David Rhodes-Robinson – Marketing Manager
Gee Mason – Lexus Marketing
7 Comments
2000 called….you finish the sentance
I can’t believe you forgot to credit us!
Was going to say, “Holy crap!”, but had to self correct. This is just plain old CRAP! There’s three people clamouring to take credit for writing what probably sounded better in it’s original form straight out of Toyota’s marketing department? Wow.
Why would anyone let this happen? Got to be a spoof? Meant to be about innovation, but this is all so old-fashioned.
TT- sentence
Why would so many people want to put their name to this? Should learn to cover up warts and blemishes.
Could have done with a ninja or two and a dragon. Dragons are cool.
Hari-kari anyone?