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 from commuters to adventurers.
Destination .Paak
The Lexus GX-RemixOn World Music Day 2024, Lexus, Anderson .Paak and Amazon took the entertainment sphere by storm and launched the new Lexus GX in tandem with Anderson’s Malibu Tour by remixing the Grammy Winner’s hit Celebrate.
We created a playful and surreal music video featuring Anderson searching for inspiration in nature with the GX. The video played at the start of his performances and set the tone for a concert experience that exceeded expectations.
The release of the video was teased in Times Square and on social. Fans were also able to watch it on Prime Video, Fire TV, and Amazon.com. The site DestinationPaak.com featured a playlist curated by .Paak along with BTS interviews and interactive content.
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.
Times Square Teaser
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.