2021 Lexus LC500 Convertible. Credit: Lexus.
The wait is almost over and we can’t wait. Lexus will soon roll out its first drop top in almost five years -- the 2021 LC 500 Convertible. And judging from the pics, wow is it a beauty, too. To prepare the world for its summer arrival, Lexus is launching a new marketing campaign called “Keep the Light Alive” designed to celebrate the “need to get out”.
"The decision to purchase a convertible is typically an emotional one," said Lisa Materazzo, Lexus vice president of marketing. "More so than other vehicles it evokes a sense of escape and freedom by heightening the driving experience. There's simply no substitute for the universal human emotion of joy that comes from an open-air drive. The LC Convertible is purpose-built to create those memory-making moments."
Lexus says the new hero spot, "Keep the Light Alive" compares the parallel feelings of what a child experiences when they play outside and the adventures they encounter, to an adult driving the LC 500 Convertible on a winding road at sunset. Several scenes capture a young boy discovering the thrill of outdoor exploration just as the sun goes down, while flashing to moments of him growing into an adult experiencing a similar emotional exhilaration racing along a waterfront road with his partner. Of course, we get glimpses of the striking convertible throughout. The integrated campaign will appear nationally on broadcast, digital, print and paid social. We have it for you here:
The LC 500 Convertible made its debut at the 2019 LA Auto Show. It’s based on the flagship LC 500 coupe
. Created with a low center of gravity, the soft-top vehicle carries unmatched agility and luxury styling for a dynamic driving experience. It will feature a 471-horsepower naturally aspirated V8 engine mated to a 10-speed automatic, Lexus Climate Concierge and is complete with advanced engineering to keep unwanted noise out while driving with the top down. Lexus says the four-layer soft top opens in approximately 15 seconds. It can be opened and closed at speeds up to 31 mph. The 2021 LC 500 Convertible is available this summer.
Editor’s Note: The Car Pro’s Amy Plemons will be reviewing this beauty the week of August 17th, so watch for it!