You Too Can Live a Jude Law-Worthy Life in This Swingin’ First-Person Ad for Lexus

A taste of the high life

Hey, was that Jude Law in CHI & Partners' new "The Life RX" campaign for Lexus Europe?

Indeed it was, though if you blink you might just miss him: The Hollywood A-lister appears only at the opening and close of this minute-long commercial.

Well, that parking attendant sure had all sorts of wild, wondrous adventures tooling around the Italian Riviera in Jude's luxury Lexus RX SUV! That's what happens when you "borrow" a superstar's car for a few hours. And the actor, last spotted pitching Johnnie Walker, didn't even lay down the law afterward. Jude's a cool dude. (Note to self: Avoid valet parking.)

The connection between driving the vehicle and living the high life works pretty well, and the likable ad—shot in splashy style by Smuggler's Adam Berg—never goes too far over the top. Glossy fantasy feels like a smart direction for the nameplate.

Law, who's set to appear in more Lexus spots, grins a lot but never says a word. Here, he proves the old saw about there being "no small parts," adding considerable charm and gravitas to the breezy scenario in little more than a cameo. 

If you'd like to try other lifestyles of the rich and famous on for size, there's also Guy Ritchie's classic soccer ad for Nike, which birthed the first-person POV genre in modern advertising (though porn arguably had first dibs). 

CREDITS

Client: Lexus

Head of Brand, Communications: Spiros Fotinos

Senior Brand Manager: Christopher Taylor

Creative Agency: CHI&Partners

Executive Creative Director: Jonathan Burley

Creative Director: Rob Webster, Alexei Berwitz

Copywriter: James Crosby

Art Director: William Cottam

Agency Planner: Rebecca Munds

Agency Account: Tilly Cooper, Gary Simmons

Agency Producer: Roz Prentice, Bebe Kiffin

Media Agency: ZenithOptimedia

Media Planner: James Wrigley, Nisha

Production Company: Smuggler

Director: Adam Berg

Production Co. Producer: Gustav Geldenhuys

Post-production Company: Moving Picture Company

Audio Post-production: 750 mph

Digital Design Company: Amaze

PR Agency: Freuds