Lexus, a brand known for its sleek and safe image, is making waves with bold campaigns to refresh its brand identity.
In a recent stunt, Lexus took a daring approach by having two renowned tennis players play a match on the roof of moving vehicles. This innovative idea has captured the attention of global media.
The unique promotional campaign featured British professional tennis players, Jamie Murray and Laura Robson. The duo successfully executed 101 consecutive shots while standing on the roofs of two Lexus NX SUVs traveling at speeds of up to 47 km/h.
To ensure the safety of the players, Lexus designed custom aluminum platforms that were securely attached to the vehicle’s roof rack mounting points. The athletes were also fastened with four-point safety harnesses. The Lexus NX vehicles were driven by professional drivers on the runway at Duxford Airport in the UK.
After multiple attempts and nerve-wracking moments, Murray and Robson set two Guinness World Records for the “Longest Tennis Rally on the Roof of Moving Cars” and the “Highest Speed Achieved While Playing Tennis on the Roof of Moving Cars.”
Following the stunt, Laura Robson commented on the precision, skill, and coordination required in tennis, making this challenge all the more daunting. Jamie Murray described the experience as one of the strangest and most enjoyable he had ever taken part in.
Beyond the publicity stunt, Lexus’ daring display not only generated media buzz but also successfully reinvented its brand image. Known for its safety and subdued elegance, Lexus has now added a dynamic, adventurous, and unexpected dimension to its reputation.