- Lexus is encouraging drivers to follow their curiosity and drive for adventure with the brand’s new “Live Up to It” marketing campaign for the brand’s 2024 GX line of SUVs.
- The new campaign includes six new broadcast spots that target a variety of audiences. In all of the spots, however, the theme remains the same: the new GX can help people make their aspirational goals a reality.
- Beyond the spots, the company has developed a 360-degree marketing campaign, including streaming TV, audio, digital, programmatic, paid social, print and digital out-of-home. In addition, the company has forged partnerships with Amazon Ads, Outside and Artnet.
The campaign’s six new television commercials come from a range of agencies and were crafted to reach a variety of audiences. For instance, “Secret Entrance” and “Exceptional Things,” from agency Team One take a more general market approach, showcasing how the GX can seamlessly move from roads to off-road terrain and back without compromising comfort or style.
Meanwhile, “Pure Black Joy” and “Core Memories” from agency Walton Isaacson are more family- and story-oriented. The first depicts two Black fathers taking their sons on an off-the-grid trip in the high desert. Rather, than roughing it, the young boys are thrilled to discover that they are staying in a nice house complete with all-terrain vehicles. The second spot depicts three generations of a Hispanic family making a new tradition of venturing into the mountains for a day trip.
The final two spots, “Cards” and “Escape,” from agency IW Group, depict an East Asian family and a group of Asian Indian friends embarking on adventures in nature that are full of discovering and connection with each other.
In addition to highlighting the GX’s ability to navigate different terrains, the commercials also showcase the vehicle’s advanced features, including a long moonroof, cooled seats and touchscreen navigation system.
“For more than two decades, the GX has proven that you don’t have to choose between sophisticated luxury and undeniable capability,” said Cynthia Tenhouse, vice president, Lexus marketing, in a statement “‘Live Up to It’ inspires GX drivers to refuse to compromise, embrace their passions, and explore the exceptional.”
Beyond the broadcast spots, Lexus has lined up several partnerships and media opportunities in a multifaceted media strategy that will focus on key moments to capitalize on the cultural conversation. In support of Great Outdoors Month and World Music Day, for instance, Lexus has partnered with Amazon ads and Outside Inc. to create a custom video with a to-be-named musical artist.
In addition, the brand will collaborate with Outside Inc. on “Extraordinary Adventures,” a custom content hub that will feature luxury outdoor experiences in partnership with adventure enthusiasts. And, through a unique video with Artnet, the Lexus GX will be placed alongside “land art” with an artist who works in nature.