American Marketer


Lexus gains film industry credibility via Weinstein Company partnership

December 7, 2012


Toyota Corp.’s Lexus is gaining exposure in the film industry through a partnership with The Weinstein Company to produce five short films from around the world in a series titled “Life is Amazing."

The short films will focus on life’s wonders through thought-provoking stories. The partnership also includes a vehicle for Mr. Weinstein to use while on the road and exposure at various film industry events throughout 2013.

“The Weinstein Company has a tremendous record for producing high-quality entertainment and Lexus is excited to tap into that creative process,” said Nancy Hubbell, prestige communications manager at Lexus, Torrance, CA.

“Lexus vehicles are now more expressive and so is our brand,” she said. “Partnerships like this, and the resulting short films, will showcase the innovation inherent in the Lexus brand.”

Life is amazing

The film series titled Life is Amazing will showcase creative interpretations of life.

The series is being promoted on the automaker’s Facebook page, the Lexus global Twitter account, the Weinstein Company’s Web site and the project’s own Web site at

Lexus Short Films Web site

The automaker chose this medium to show off its innovations in design and to engage customers in the brand experience, per Lexus.

Filmmakers will be selected by the Weinstein Company's co-chairman Harvey Weinstein and chief operating officer David Glasser and Lexus’ media nanager Teri Hill.

Each will be chosen based on their previous work and ability to create a short film that is three-six minutes long.

One will be selected from each area of the world to bring a variety of cultures to the effort. Areas include the United States, Europe, Asia-Pacific, China and Japan.

Also, each filmmaker will represent a different genre of film.

U.S. director Justin Tipping has been chosen so far for the series. His background and ideas are featured in a short video clip on the project's Web site.

Justin Tipping introduction video

The identities of the other directors have not been revealed.

“Each of the short films will reflect that director’s interpretation of how life is amazing,” Ms. Hubbell said. “The directors come from divergent cultures and will use different story-telling styles.

“The result will be dynamic, innovative films that are based on a similar theme, but will have very different executions,” she said.

The five films will debut in various locations in 2013.

The first two films will debut in Los Angeles in February. The last three will debut in Tokyo during the spring of 2013.

Hollywood treatment

Both Lexus and the Weinstein Company will promote the films, per Ms. Hubbell.

They will be available online after the premieres.

The automaker’s partnership with the Weinstein Company will give the brand additional exposure to the film world through various industry events in 2013.

Lexus will have a significant presence at premiers, film festivals, VIP screenings and other related award events.

Also, Mr. Weinstein will receive a Lexus vehicle to use while on the road that will serve as his mobile office, per Lexus.

“Central to the Lexus brand is quality, which is a philosophy shared by the Weinstein Company,” Ms. Hubbell said.

“These short films will be high-quality, thought-provoking and inspirational," she said.

Final take

Erin Shea, editorial assistant for Luxury Daily, New York