Lexus' First-Ever RC Coupe and RC F Performance Coupe Launch Brand New Ad-Campaign

To announce the first-ever RC 350 sport coupe and RC F performance coupe, Lexus launched a comprehensive marketing campaign that showcases the vehicles across a variety of media platforms.

The RC/RC F marketing campaign mirrors the story of the coupe itself--which was built from a blank canvas, unconstrained by existing designs and convention--and is centered on the theme of shattering limits.

"The RC and RC F highlight Lexus' continued progress in engineering vehicles that push boundaries in both design and performance," said Brian Smith, Lexus vice president of marketing.

"This marketing campaign visually represents the goal of breaking barriers and speaks to adventurous consumers who are looking for the next big thing."

Two general market TV spots begin airing today, each tailored to one of the distinct new models.

"Face Off" introduces the RC 350 sport coupe and tells the story of a man, played by actor Wes Bentley, who happens upon a coupe unlike any he has seen before. Walking with purpose, he enters a dark warehouse and encounters the RC; he instantly has a visceral connection with the coupe.

The man clicks his key fob, unleashing the power of the vehicle, and illuminated light bulbs burst throughout the space.

The two are united through the same spirit of adventure, and he gets in the car and peels out of the warehouse.

"No Limits" was inspired by the RC F reveal video, featured at the 2014 North American International Auto Show.

Shots of the RC F rounding turns on a racetrack are intercut with shots of athletes viscerally defying limits with their bodies.

It draws a parallel between the groundbreaking engineering behind the Lexus coupe and the powerful athleticism it takes to break performance barriers.

Utilizing existing footage of the general market spots, three additional RC F commercials geared toward multicultural audiences will also air at launch.

To create a truly integrated campaign, the RC visual language will extend through supporting print, digital and out-of-home media elements.

The print campaign will be featured in titles such as Fast Company, Wired and Motor Trend, and will appear in GQ's "Men of the Year" issue.

The RC spot, directed by music video director Sophie Muller and featuring music by British electronic act UNKLE, will also have a "making of" video of additional content.

This video and the spots themselves are available for viewing at youtube.com/Lexus. A series of short-form teasers will also be available for viewing on Lexus social channels.