Dive Brief:
- Lexus launched what it describes as an "emotionally intelligent advertisement" to promote its new car model, the ES Self-Charging Hybrid, according to a press release.
- Developed with The&Partnership and MorphCast, the carmaker's "Feel Your Best" campaign uses facial recognition to read and adapt to viewers' emotions while they're watching. The tech allows the ad to change in real time based on the viewer's perceived emotional state — seen through the viewer's camera — and alter the spot's pace, music, color intensity and montages for a total of 3,125 possible combinations. Other campaign elements include a traditional TV spot, OOH and social media placements.
- Lexus' new spot is designed to deliver ad experiences personalized around a viewer's mood in the moment, while aiming to leave the viewer feeling more positive, per the announcement.
Dive Insight:
Lexus is taking personalization to a new level with its "emotionally intelligent" spot for the ES Self-Charging Hybrid.
"As consumers are seeking more personalized experiences from brands, we wanted to explore the usage of AI to make advertising that responds to the viewer. It's a first step to show how small, real-time changes to the ad can have a positive impact on how you feel," Spiros Fotinos, director of Lexus Europe, said in the announcement.
The AI-powered ad experience also aligns with the featured car, which sports "intelligent features" that recognize and respond to the driver, such as auto-adjusting seat heaters and ventilation as well as sensors to detect humidity and alter window temperature to reduce fog.
The 30-second spot within the "Feel Your Best" campaign was developed with psychologists and researchers to inform the video's emotion-based design.
Marketers across categories are working to contend with changing ways to track consumers online and deliver personalized experiences with privacy in mind. Challenges stem from Apple's changes to mobile tracking and Google's impending deprecation of third-party cookies. Lexus' newest campaign now allows consumers to interact with compelling branded content and trial a personalized experience, though viewers must opt into cookie-based tracking while on the site to participate.
Lexus has had a busy year dabbling in fresh ways to engage with consumers online. In January, it tapped the Twitch livestreaming community to crowdsource a version of its 2021 IS sedan, designed by and for gamers. The tie-up with a popular streamer, Fuslie, was part of the carmaker's "All In" initiative to reach people who were "all in" on pursuing their passions.
Additionally, Lexus embraced the sneakerhead community in February by sponsoring a video documentary depicting how a group of designers created a pair of sneakers inspired by the luxury car brand. In September, Lexus released an original song and music video inspired by the creative influence of its car fleet. The song was part of a broader campaign called "Emotional Sparks" — a potential nod to this month's debut of the ad that adjusts to a viewer's emotions.
