• Campaign conceptualised and produced entirely in the UAE, for the UAE market

• ‘Made Personal’ campaign highlights the strong connection between Lexus owners and their cars 

Dubai, UAE; 3rd June 2024: Al-Futtaim Lexus has launched its new brand campaign, “Made Personal”, emphasising a strong connection between Lexus and its drivers. Developed in partnership with Memac Ogilvy, the campaign highlights how the Lexus range is designed to ‘make luxury personal’ for every driver. It is the first time ever that Lexus UAE has created its own home-grown campaign specifically tailored to the UAE market, with all assets, content and imagery produced locally.

Lexus’ approach to building cars is anything but ordinary… It’s all about the driver. Lexus cars are made to complement their owners’ individual style and way of life, from the first sketch to the final polish. This personalised approach is rooted in the shared values between Lexus and its customers, ensuring that each vehicle meets the unique preferences of its drivers.

These values are brought to life in the main film are and further amplified in the supporting assets: five films, each featuring a car, each addressing a pillar of Lexus’ philosophy – Craftsmanship, Authenticity, Omotenashi (Japanese philosophy of thoughtful hospitality), Engaging, and lastly, Imaginative. These principles are shared by both Lexus and its community. 

Saad Abdullah, General Manager – Marketing for Al-Futtaim Lexus describes the vision behind the campaign, saying: “At Al-Futtaim Lexus, we have built a strong relationship with our customer base because Lexus builds its cars around their aspirations. This aligns closely with Al-Futtaim’s own customer-centric approach, where we put the needs and desires of the customer first, and work towards meeting those needs. Similarly, Lexus vehicles are thoughtfully designed and meticulously crafted to make luxury personal for every owner, and this campaign perfectly reflects that vision.” 

Moemen Metwally, Creative Director at Memac Ogilvy, shares insights into how this is translated in the campaign: “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, to the visual direction. The United Arab Emirates boasts a proud culture and vibrant, cosmopolitan society with its own inherent set of values, and creating a campaign in the UAE, for the UAE, that reflects those values was an extremely rewarding endeavour.”

The Lexus UAE “Made Personal” campaign brilliantly captures the essence of what modern consumers in the Emirates seek: a sleek, luxurious, and high performing car, but also a car that gives them a unique voice and place within the community.

To view the content for the Lexus UAE “Made Personal” campaign, visit the Lexus UAE YouTube channel. To find out more about any of the models featured, visit www.lexus.ae.