14 / 11 / 2018

LEXUS LAUNCHES THE ALL-NEW ES WITH THE WORLD’S FIRST ADVERT WRITTEN BY ARTIFICIAL INTELLIGENCE AND SHOT BY AN OSCAR-WINNING DIRECTOR

  • Lexus commissions the world’s first film written by AI and shot by Oscar-winning director to launch the new ES executive sedan in Europe
  • 60-second feature Driven by Intuition directed by Oscar-winner Kevin Macdonald
  • Film and project reflect Lexus’ status as a bold and innovative brand
  • Feature set for release on Lexus channels as from November 19, ahead of ES launch campaign in Europe as from December.

Lexus’s global reputation for pushing the boundaries of technology and innovation have inspired the creation of the world’s first filmed advert 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 will be premiered tomorrow (November 15) in the UK and then released across digital, social and cinema channels in Europe to herald the launch of the all-new ES executive sedan early next year.

In the same spirit of daring technical achievement that delivered the Lexus Hoverboard, the film’s storyline and script are wholly sourced from an AI, built by technical partner Visual Voice in collaboration with The&Partnership, 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 the 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 will be free to view on Lexus channels from November 19.