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UAE Lexus highlights drivers’ needs in new campaign

The campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. (Supplied)
The campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. (Supplied)
The campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. (Supplied)
The campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. (Supplied)
The campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. (Supplied)
The campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. (Supplied)
The campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. (Supplied)
The campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. (Supplied)
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04 Jun 2024 07:06:46 GMT9
04 Jun 2024 07:06:46 GMT9

Arab News Japan

DUBAI: Lexus, the Japanese luxury division of Toyota, has launched its first UAE campaign that highlights the brand’s connection with Emirati drivers and reflects each driver’s individuality. 

Founded in 1989, Lexus is Japan’s largest manufacturer of premium cars and is currently distributed by Al-Futtaim Motors in the Middle East. The new campaign, titled ‘Made Personal,’ highlights how luxury can be tailored based on the needs of every driver. 

The campaign is brought to life through Lexus’ three principles: omotenashi, the Japanese philosophy of thoughtful hospitality, craftsmanship, and authenticity. 

“At Lexus, we have built a strong relationship with our customer base because Lexus builds its cars around their aspirations,” said Saad Abdullah, the general manager of Lexus in the UAE. 

“This aligns closely with Al-Futtaim’s own customer-centric approach. Similarly, Lexus vehicles are thoughtfully designed and meticulously crafted to make luxury personal for every owner, and this campaign perfectly reflects that vision,” he added. 

Additionally, Lexus collaborated with UAE-based creative agency Memac Ogilvy to produce all the content and imagery locally. 

“Just like the cars they drive, Lexus owners in the UAE are proud to stand out, so we aimed to ignite that passion in the viewer across all our assets, from the message to the tone,” said Memac Ogilvy’s Creative Director, Moemen Metwally. 

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