Browsing: Kokoro Wo Komete

Lexus and Saatchi & Saatchi merge man and machine in Kokoro Wo Komete campaign

Toyota’s luxury brand Lexus has a tough battle on its hands in the prestige class, facing as it does the European goliaths of Audi, BMW and Mercedes. But it’s aiming to reinvigorate the Japanese brand’s challenger spirit with the launch of a classy new campaign out of Saatchi & Saatchi called ‘Kokoro Wo Komete’ or ‘Soul Meets Machine.’