By Thomas Hobbs

Law starred in an ad shot on the French Riviera for the Lexus RX SUV last year. Earlier this month, the integrated ‘Live the Life RX’ campaign also resulted in an interactive theatre experience where 100 members of the public were given a chance to pretend they were an international movie star alongside the Hollywood actor.

Fotinos says the luxury car brand is approaching celebrity tie-ups in a “completely different way” by mixing TV campaigns with experiential activity.

He told Marketing Week: “We want to find a way to uniquely communicate with people that isn’t just throwing a known face Read full story ›

Source: Marketing Week