• by Tanya Gazdik , March 26, 2020

Toyota Motor Sales USA’s luxury division is launching a spot in response to COVID-19.

Lexus is replacing national ads -- including sales event messaging -- with the new spot, according to Lisa Materazzo, vice president of marketing for Lexus. The creative reveals the heart of the Lexus brand, she says.

“Our human-centered philosophy guides every decision we make,” Materazzo tells Marketing Daily. “In looking for a way forward during difficult times, this guiding principle is more relevant than ever. We believe in taking care of people first and the rest will follow."

Called “The People Business,” the spot from Team One debuts tonight during prime-time programming. It uses the voiceovers of Lexus dealers to remind viewers that Lexus has always put people at the center of its business. And during these difficult times, they will do what they’ve always done, Materazzo says.

The automaker has set up a dedicated webpage explaining the COVID-19 measures it has taken, including offering a variety of payment relief options for new and existing owners. The spot will run on broadcast and digital (video and display) as well as social (Facebook, Instagram, Twitter and Pinterest).

Other automakers have launched similar COVID-19 creative including Toyota, Hyundai, General Motors and Ford.