Lexus is focusing on the “logistical liberty” that three rows can offer in a multi-faceted campaign for the RX 350L and RX 450hL.
Available in six- or seven-passenger capabilities, the new RXL models will retain the RX's sophisticated features while providing more room for the unexpected.
The campaign from Team One targets the modern family who values the luxury of space and flexibility for whatever life throws at them, said Cooper Ericksen, Lexus vice president of marketing.
A 30-second national general market spot includes a voiceover by actress Minnie Driver. It highlights the versatility of three rows by featuring a young family in everyday scenarios, such as driving their little girl and several friends to a birthday party, loading in all the dogs and having enough room for all their daughter's stuffed animals. Emily, who appears to be an only child, explains that while her parents think their new car is for them, it’s actually hers.
At the end of the spot, the pregnant mom asks her daughter if she's excited for her new baby sister to come home, and the camera catches an astonished look on Emily's face with the voiceover explaining that you can experience space for the unexpected with the new Lexus RXL.
The integrated campaign will appear nationally and regionally on broadcast, digital, print, out-of-home media and radio. TV will air during prime time, cable, late night and sports programming on CBS, HGTV, ESPN, Golf Channel and during the 2018 Winter Olympics on NBC. The RXL will have digital presence on automotive sites including MSN Autos, cars.com and Edmunds.
Print ads, which note that the "Third Row is the Charm," will run in business, lifestyle, travel and automobile publications, including Fortune, Real Simple, Vanity Fair, and Conde Nast Traveler. Out-of-home billboards are being placed in 12 major U.S. markets, including high-profile media placements in New York’s Times Square and at D.C.’s Capital One Arena. Radio will run on national and local levels and a targeted social media campaign will launch in the coming weeks.
Multicultural elements include adaptions and translations of the general market spots that will target the Asian-American audiences while new creative will be developed for Hispanic and African-American markets, including two TV spots and an online video for the LGBTQ market.