ABOUT

We were asked to find a hit from the 80's that connected with the meditative feeling you have in moments of driving for the new Lexus NX campaign. They wanted something from the 80's because it was the time their target audience were young and free!

We started thinking about the music style first, testing some of the bigger music genres of the 80's like new wave and modern rock. Bands like The Cure, Talking Heads, Joy Division, Jam, Depeche Mode, Blondie. They were fun directions and boy did we search. We laid over 60 tracks to picture before taking a different approach.

We had to think a little further about the true spirit of this ad which led us to an important part of music history that happened on the brink of the 80's. The birth of electronic dance music. It was truly ahead of the curve at the time and that in itself resonated with the narrative of the Lexus NX.

Donna Summer 'I Feel Love' was released in 1977, but at the time they wanted to create a track that felt futuristic and beyond its era. It was a truly pioneering track that shaped so much music across the 80's.

It was a particularly special track when it was released because it was produced by Giorgio Moroder and Pete Bellotte. The innovative production spawned its own music genre and was influential in the development of new wave, synth-pop and later techno. It literally laid the foundations for electronic dance music, influencing David Bowie, Brian Eno, the Human League and Blondie. With Lexus NX looking to lay the foundations for electric cars we felt this connection really hit home.

The client felt the track was a spell binding, match made in heaven for the spot. With an advert all about how you 'feel' when you drive, the lyrics feel they were written for it. The driving arpeggiated synth takes you into an almost meditative state, and the dolby atmos rework from Niel Johnson was a real cherry on top for this sync.