Hey, was that Jude Law in CHI & Partners' new "The Life RX" campaign for Lexus Europe?
Indeed it was, though if you blink you might just miss him: The Hollywood A-lister appears only at the opening and close of this minute-long commercial.
Well, that parking attendant sure had all sorts of wild, wondrous adventures tooling around the Italian Riviera in Jude's luxury Lexus RX SUV! That's what happens when you "borrow" a superstar's car for a few hours. And the actor, last spotted pitching Johnnie Walker, didn't even lay down the law afterward. Jude's a cool dude. (Note to self: Avoid valet parking.)
The connection between driving the vehicle and living the high life works pretty well, and the likable ad—shot in splashy style by Smuggler's Adam Berg—never goes too far over the top. Glossy fantasy feels like a smart direction for the nameplate.
Law, who's set to appear in more Lexus spots, grins a lot but never says a word. Here, he proves the old saw about there being "no small parts," adding considerable charm and gravitas to the breezy scenario in little more than a cameo.
If you'd like to try other lifestyles of the rich and famous on for size, there's also Guy Ritchie's classic soccer ad for Nike, which birthed the first-person POV genre in modern advertising (though porn arguably had first dibs).
CREDITS
Client: Lexus
Head of Brand, Communications: Spiros Fotinos
Senior Brand Manager: Christopher Taylor
Creative Agency: CHI&Partners
Executive Creative Director: Jonathan Burley
Creative Director: Rob Webster, Alexei Berwitz
Copywriter: James Crosby
Art Director: William Cottam
Agency Planner: Rebecca Munds
Agency Account: Tilly Cooper, Gary Simmons
Agency Producer: Roz Prentice, Bebe Kiffin
Media Agency: ZenithOptimedia
Media Planner: James Wrigley, Nisha
Production Company: Smuggler
Director: Adam Berg
Production Co. Producer: Gustav Geldenhuys
Post-production Company: Moving Picture Company
Audio Post-production: 750 mph
Digital Design Company: Amaze
PR Agency: Freuds