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Behind the scenes of the 'Quiet Revolution'
The CT 200h is a very important car for Lexus. It is, in fact, the world’s first full hybrid luxury compact car.
We were fortunate enough to come up with the Big Idea of ‘Start the Quiet Revolution’.
The idea has been brought to life with a very significant, global drum roll.
And I love the fact that, you know, Lexus have taken up the idea of being able to communicate with the world through drums,
because it’s one of the original calls of communication.
The intention was to dramatise that significance and so the idea of creating this huge drum roll
all around the world with lots and lots of different,
all sorts of different people to build this real sense of anticipation for when we then reveal the car.
Overall the ad looks like a very photographic study of drumming,
which is down to the framing and the art direction and the grade.
So we picked Stacey Wall for this commercial because he is very good at storytelling.
From the first meeting we had with him, he got it – he had the same vision as we did for it.
It’s amazing and I don’t think we’ll ever get a chance to do this ever again...without being arrested.
So we shot the car tracking footage. We had a thing called a ‘Pursuit Arm’
which is a mounted arm on another vehicle which runs alongside the car,
making the car look as brilliant as it does in the final film.
I cannot tell you the amount of drummers!
Hi, I’m Mike Joyce.
I’m Pete Thomas.
Pauli
I’m Sarah.
Richard Rayner
Olly Betts
Ben Clark
Joe
Billy Osborne
William Bowerman
Kate Hannah
Vince Dunn
Mark Mondesir
Richard Pite
Holly Madge
Ladies and Gentlemen, we are known as Cold Steel!
We had everybody, from La Roux’s drummer in, N Dubz’ drummer came in.
And now you also have to think, well, am I getting enough different genres?
He was quite keen on Japanese Taiko drummers.
Worldwide.
On this shot we’ve got a lovely sort of French Quarter style building... you can actually see it’s more of an English housing estate in the background.
The obvious thing to do really would be to replace that with a source picture from a French Quarter.
The new Lexus CT 200h
The world's first full hybrid luxury compact
Start the quiet revolution