Lexus announces the launch of the all-new NX 450h+ Plug-in hybrid electric SUV with a new advert that features Donna Summer’s iconic track, I Feel Love, produced using innovative sound production techniques to elicit emotion in the listener. The new advert is currently airing on all linear and VOD channels. It draws parallels with the new vehicle which has been built to make the driver feel more in every moment.
I Feel Love was first released in 1977; today Lexus has evolved the track using state-of-the-art binaural technology that elicits a sensorial 3D audio effect. The music was remixed by Grammy nominee Neil Johnson, while the film was designed by director Rob Chiu, who is famous for his arresting visuals and emphasis on sound design.
The Lexus NX advert has been carefully constructed to deliver a rich and immersive experience, creating an ASMR (autonomous sensory meridian response) – a tingling sensation through the head and spine of the listener. Shot to express the sense of connection the driver feels with the all-new NX, it makes the viewer feel as though they’re soaring through the air in a wingsuit, gliding across water on a surfboard, riding a galloping horse and experiencing the road-gripping performance of the new NX.
Dolby Atmos technology was applied to the track – a technique that allows each instrument, sound, and voice to be placed in its own ‘space’, transporting the listener within the song in a spatial way, while revealing every detail of the audio with clarity and depth. The extra dimension adds a sensory element to the sound, while ensuring the listener is always positioned at the centre of the experience.
State-of-the-art binaural techniques were then added to the audio, which elicit a perception of sound that is created by the brain. By listening to two tones in two ears, each at a different frequency, the brain is able to produce an additional audible tone. This third tone is called the Binaural Beat, the perfect frequency between the two original tones played.
Research suggests that different frequencies and patterns of Binaural Beats are known to produce responses in the brain that help you feel more, including alertness and concentration (Gamma), mood and task performance (Beta), relaxation and restfulness (Alpha) and drowsiness/improved sleep (Theta and Delta).
“Vitality x Tech” was the over-arching concept for the new NX – ‘Vital’ expressing dynamic agility and ‘Tech’ representing innovation with advanced technologies. This approach delivered important advances, including a new design language; Lexus’s first plug-in hybrid electric car; a connected and rewarding driving experience with the Lexus Driving Signature; a focused and intuitive driver’s cockpit designed with the new Tazuna architecture; and the application of advanced, human-centered technologies for safety and convenience.
The NX programme has brought about a major change in Lexus’s approach to new vehicle development, applying digital modelling and computer techniques for smarter engineering that can achieve a higher level of quality assurance. At the same time, the celebrated Lexus takumi-led craftsmanship is evident in the high quality of the new NX’s interior and exterior.
Spiros Fotinos, Head of Lexus Europe, said: “Every aspect of the all-new Lexus NX has been engineered to allow you to feel more in every moment, by creating multiple layers of experience. We have done the same with the launch campaign, starting with the iconic track I Feel Love. By applying cutting-edge audio design we elevated the acoustic experience to combine nostalgia with spine tingling excitement.”
Neil Johnson, Sound Supervisor, added: “It’s been a pleasure to remix I Feel Love. The over-arching theme of “Vital x Tech” gave us a lot of food for thought when developing the campaign concept. We were drawn to the idea that we can combine a traditionally vital component of an ad, the music, with brand-new binaural technology and Dolby Atmos, to create something that truly elicits a Feel More response. The result is a campaign that incorporates both art and technology to produce an enjoyable sensorial experience for the audience.”
For more information on the all-new NX, please visit https://www.lexus.eu/car-models/nx/.
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