Lexus has unveiled a campaign featuring Kylie Minogue for the new CT 200h, claimed to be the world’s first hybrid luxury compact car.
Pop singer Minogue is the marque’s new brand ambassador and the “Quiet Revolution” campaign also features a host of musicians, including Drum Roll, a group of drummers including Pauli Stanley McKenzie from Gorillaz Sound System and ex-Smiths member Mike Joyce.
The concept is to contrast a loud and attention-grabbing prelude with the refined quietness of the CT 200h with Kylie at the wheel.
Alongside TV, the campaign will also embrace social media, including official Lexus YouTube uploads of the full TV commercial, plus a behind-the-scenes feature and an extended interview with Kylie.
Agencies involved in the campaign include CHI & Partners, Kitcatt Nohr Alexander Shaw and Amaze are working with Lexus.
Separately, Minogue has just signed a deal with Microsoft X-Box 360 Kinect and its game Dance Central will sponsor the singer’s new tour.
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.