Lexus wants new car shoppers to see the brand as representing sophistication and a design-centric philosophy, and recently launched a new campaign to help get the message across.
As part of the campaign, the Japanese automaker launched a new lifestyle magazine and announced it would be sponsoring art and design exhibitions. It also teamed up with The Weinstein Company to create a series of arty short films.
The first of these, titled Beyond Memories, was premiered during the recent 2013 Cannes Film Festival in France.
According to Lexus, the short film is about the struggles of a young woman trying to get over a past love.
Unlike past short films we’ve seen from the major automakers, like BMW’s pioneering The Hire series as well as Jaguar’s more recent Desire, Lexus’ new short film shows no relation to its actual cars.
This, however, may change for the forthcoming films in the series. They will be released on the 4th, 11th, 18th and 25th of the following month.