New 2016 Lexus RX Ad
Lexus Europe has partnered with Jude Law to create a 360 degree immersive theater ad for its new 2016 Lexus RX.
The six minute interactive video features Jude Law acting as personal guide to the Lexus RX. The ad was a collaboration between Lexus, East City Films and leading London theatrical agency The Department. The shoot used over 80 individual GoPro Hero 4 cameras, 11 camera rigs, 25 hidden microphones and three bespoke car rigs, to give viewers freedom to move around during the ad.
Lexus invited 100 journalists and celebrities to a disused underground bank vault for an immersive theatre experience revealing the new Lexus RX. In the video the unsuspecting central characters believe they attending a VR car launch for the new Lexus RX in the old underground vault and London’s Tom Dixon-designed Mondrian hotel. Using Oculus Rift headsets, they were given a virtual reality tour of the new RX’s features within a theatrical setting which was all captured in 360-degree virtual reality-ready 4k glory.
However, after taking off their headsets they find themselves in the middle of a film set surrounded by a frantic film crew congratulating them on the successful shoot. They are then rushed off to a makeshift premier of their performance where Jude Law surprises them.
With its refined ride, ultra-quiet and comfortable interior and innovative amenities, the Lexus RX has enjoyed wide and perennial appeal. Thanks to a radical reworking of its sheet metal, the 2016 Lexus RX 350 has become one of the sleekest-looking SUVs in its class. Although its Remote Touch infotainment interface isn’t new, it now comes with a 12.1-inch screen when a navigation option is added. It also has a retuned suspension to provide better handling.
Discussing the creation of the ad, Jude Law said: “The 360-degree video provides a glimpse behind the scenes of what was an epic 14 scene production. In immersive theater, the audience is often left wondering how everything came together and this video lifts the lid on some of that. We worked with a very talented team to create the experience and hope everyone who watches this video has as much fun navigating their way around it as we did putting it on.”
Like Jude Law, the Lexus RX is sharp and sophisticated and understands the importance of making an impression. Better than Jude Law, the new RX has reversing cameras, a 360-degree view monitor inside, a 12-inch touchscreen center console, park assist sensors, and a Pre-Collision System with Pedestrian Detection.
Get your own 360-degree view of the new RX at Lexus of Highland Park. You can also check out all our other Lexus models in our online inventory.
