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Lexus campaign speaks personalization with emotionally intelligent ads



Lexus, a Japanese automaker, has promoted its new car model, ES Self-Charging Hybrid, through “emotionally intelligent advertisement.” The brand has launched its campaign named Feel Your Best by collaborating with The&Partnership and MorphCast. It uses facial expressions of the viewers to read and adapt to viewers’ emotions as they watch the video. The ads change the music, colour and intensity in real-time after a camera assesses the emotional state. They offer montage for a total of 3,125 possible combinations. The campaign also involves elements like social media placements, TV spots, and OOH.

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