The GX challenges drivers to live up to it.
Lexus was launching a resigned GX, with a boxy look to compete against the Land Rover Defender.
Our strategy was to challenge drivers to truly use the GX to all of its capabilities and Live Up To It.
We created series of sub-campiagns that would entice our audience to go form commuters to adventurers.
Destination .Paak
The Lexus GX-RemixFor World Music Day, we partnered with Amazon Music and created a playful and slightly surreal music video featuring Anderson .Paak searching for inspiration in the GX.
We remixed his hit Celebrate and teased the release of the video in Times Square and on social.
The project has been featured in The Source, Hip Hop and More, People Magazine and other relevant media along with traditional ad media like Ad Week. Lexus is now the main sponsor of .Paak’s Malibu Tour.
Times Square Teaser
Social BTS Style Cuts
Scent Mode
Since the vehicle is meant for the outdoors, we wondered if we could bring the outdoors into the vehicle. For April Fools day, we came up with a piece of tech that did just that.
Dad
GXokes
On Father’s Day, we hooked up Dads with a new feature
that helps them connect with their family on road trips.
“I only know twenty five letters of the alphabet...
I don’t know Y.”
Best viewed on a tablet or laptop.
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
Namaste.