Lexus’ global reputation for pushing the boundaries of technology and innovation has inspired the creation of the world’s first filmed advertisement entirely scripted by Artificial Intelligence (AI). The 60-second feature, Driven by Intuition, is directed by Oscar-winner Kevin Macdonald and celebrates- in both its creative concept and its content the bold - innovative and imaginative characteristics that define Lexus as a brand.

The film premiered on 15 November in the UK and was released across digital, social and cinema channels in Europe to herald the launch of the all-new ES executive sedan.The ES launched in October for the South African market. Two model grades were introduced, namely; the Lexus ES 250 EX (R 593,300) and ES 300 Hybrid SE (R 843,800).

In the same spirit of daring technical achievement that delivered the Lexus Hoverboard, the film’s storyline and script are wholly sourced from AI, built by technical partner Visual Voice in collaboration with The&Partnership, and with support from the IBM Watson suite of AI tools and applications.

The concept has been brought to life by Kevin Macdonald, acclaimed director of The Last King of Scotland and Whitney, and winner of a Best Documentary Academy Award for One Day in September.

The production process involved developing the bespoke AI and training it with data including 15 years of award-winning luxury adverts, emotional intelligence about what connects most strongly with viewers and specially commissioned information about human intuition.The new advert was made free for viewing on international Lexus channels on 19 November and can also be viewed from You Tube under Lexus ES Artificial Intelligence.

South African Update
Earlier this year, Lexus South Africa selected Johannesburg-based M&C Saatchi Abel as its creative agency overseeing advertising and digital engagement. Part of the agency’s deliverables is to develop creative material and digital-based content outlining Lexus’ “Experience Amazing” tagline.

Even more exciting news locally; Lexus SA has produced their first local television commercial showcasing the all-new seventh-generation Lexus ES. The advertisement showcases the essence of comfort through details of craftsmanship, design and the eye-catching styling of the ES through the daily life of a Lexus driver in the storyline.

Check out the new advertisement on certain television stations as well as on You Tube under The Lexus ES. The Essence of Comfort.