Lexus announces partnership with Sky Arts

Sky Arts

Lexus is to be the exclusive channel sponsor of Sky Arts, the UK’s only dedicated arts channel. The partnership will support a creative community that has experienced a challenging time throughout the pandemic and will reinforce Lexus’s connection to craft while celebrating the brand’s Japanese heritage and raising awareness of its design-led ethos.

The partnership with Sky Media features 15 five-second edited versions of a Lexus documentary on the Japanese concept of takumi, which will run as the sponsorship ident for Sky Arts across both the TV and on-demand channels. The partnership launches on 1 April 2021 and will run until 30 September 2022.

In Japan, a person is not considered a takumi master craftsperson until they have spent at least 60,000 hours refining their skills. Lexus takumi  oversee the making of every car and dedicate years to mastering their skills and refining their work to achieve perfection. The Lexus brand’s association with design and craftsmanship extends beyond its luxury cars and includes initiatives such as the Lexus Design Awards, which supports up-and-coming design talent who create products designed for a better tomorrow.

In addition to the takumi idents, the partnership will include further experiential activity from Lexus throughout 2021 and 2022, which will be dedicated to the arts community and promoted across the Lexus and Sky Arts social channels. Lexus has also committed to working with Sky Arts on ad-funded programming to be broadcast during the eighteen-month partnership.

Sky Arts Takumi

Phil Edgar-Jones, Director of Sky Arts and Ents said: “In 2020, as the arts community struggled, Sky Arts opened our doors to become free to everyone. Since then, we’ve continued to further our support of the cultural sector, showcasing the very best of theatre, music and the visual arts along with supporting emerging artists through our Ambassador scheme. We are thrilled to have Lexus as the channel sponsor, with its design and craftsmanship heritage, to amplify the Sky Arts mission to connect with creative minds and nurture the next generation of artists.”

3 comments

  1. Great! Since Sky Arts went onto the UK Freeview platform I’ve enjoyed watching many live gigs. I’ll be looking out for the Lexus branding from now on…..

  2. The Lexus Idents, that I saw initially at the Easter weekend are a breath of fresh air and are in keeping with the high artistic status of the Sky Arts Channel. The longer versions at the start and end of programmes . Is that Mariella Frostrup on the voiceovers?
    Looking forward to morev as the working relationship develops…

    1. Hi Desmond,

      Thanks for taking the time to search out and leave a comment on this article. We are very pleased to hear that you appreciate the idents. We can confirm that voiceover is Mariella.

      If you have the time, we’d recommend watching our film that looks at craftsmanship, what it means to Japanese people and Lexus.

      You can watch it here: https://discoverlexus.com/experiences/takumi-the-60000-hour-story-of-human-craft

      We look forward to hearing from you again soon.

      Thanks

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