In addition to my love of cars, I have another secret passion. Today I’m ready to let the cat out of the bag by letting everyone know that my second passion is hip hop music. Because of this passion, I was thrilled when I heard that the St. Charles Lexus CT 200h’s ad campaign was getting a remix.
The CT 200h’s advertising and media campaign has always been multifaceted thanks to the Darker Side of Green. Now your local St. Charles Lexus dealer has announced that the brand started the CT Remix program, which was designed to introduce the CT to people who find inspiration from music in their daily lives.
Dave Nordstrom, Lexus vice president of marketing, talks about the St. Charles Lexus CT 200h’s new campaign: “One of the key goals was to reach young consumers with a soundtrack that would resonate with their musical tastes. He went on to say “We reached out to the top writers, producers and remixers in the industry and asked them for music that reflects what is happening in today’s musical scene.”
Some of the nation’s most notable DJs and producers participated. These individuals include Grammy award winning producer Alex Da Kid (Eminem), LA Riots (Lady Gaga), Dave Aude (Rihanna), Bones Domingo, DJ Nesty (Don Omar) and Derek Bramble (David Bowie).
The foundation of the CT Remix initiative consists of the music that is featured in each of the four campaign commercials. The music was all created by relevant DJs/producers for Lexus’ audience and brings to life the CT’s unconventional and uncompromising qualities. The original tracks were remixed by the likes of LA Riots, Dave Aude, Dummy Boy Rick and Bones Domingo, who created a track featuring lyrics by rapper Najee. The commercials are as follows: Challenge with music by Alex Da Kid, Forge with music by Bones Domingo, Escape by Derek Bramble, and Details by DJ Nesty.
All of the artists appeared very excited to be a part of this project. DJ Nesty explained “I was excited to be a part of the project, because I felt like Lexus was undergoing a transformation. … I thought to myself, I need to be a part of this revolución. And, when they offered me the chance to be a part of the remix project, I knew this was the icing on the cake. I’m in!”
Famed producer Bones Domingo said “There are so many talented people on this project, and I really applaud Lexus for taking such big risks – it obviously paid off. … I don’t think I had ever thought of Lexus in that way before this campaign.”
I too am excited about the local St. Charles Lexus dealer reaching out to a younger audience, if for no other reason than it allowed me to write about my passion for hip hop. I know the brand won’t stray from their reputation as a luxury leader, but it’s good to see them keeping things young and fresh while still appealing to the loyal Lexus customer base.