Lexus is launching a campaign for its new three-row SUV, the first-ever 2024 TX.
Creative focuses on the jockeying maneuvers passengers will engage in to avoid sitting in what has typically been a cramped third row.
The new TX offers a solution. Whether a passenger prefers to sit in the front, the back, or somewhere in the middle, the vehicle offers space, comfort, technology and luxury, per the company.
Whether headed to a sports practice or a weekend getaway, the TX will satisfy the diverse needs of many customers, says Vinay Shahani, vice president, Lexus marketing. The arrival of the TX is a pivotal moment for Lexus, he says.
The campaign debuts with eight broadcast spots, each spotlighting how every seat in the TX gives passengers substantial space without compromising the amenities they expect.
In Team One’s spot, “Battle Out There,” a family arrives back at the airport, weary from a day of travel. Memories of their bad seats quickly fade away when they are rescued by the spacious Lexus TX.
These characters are further explored in three 15-second spots, “Cargo,” “Captain’s Chair,” and “Interface” that highlight the family members’ individualized travel pain points, and the redemption they receive when entering each row of the TX.
In Walton Isaacson’s spot, “The Road Best Traveled,” a Black family thrives while doing unexpected things in unexpected ways with help from the TX.
In “Cast of Characters,” also from Walton Isaacson, a Hispanic family find the TX’s ample space and innovative technology the perfect solution for allowing every passenger to shine.
In IW Group’s spot, “VVIPs,” the stylish East Asian characters engage in an action thriller that allows them to connect in their TX. The agency’s second spot, “Here,” focuses on the family connections as they prepare for a big modern Asian Indian wedding.
The marketing campaign debuts across linear TV, streaming TV, audio, digital, programmatic, paid social, and print. Strategic partnerships will include Billboard Music Awards, 100 Thieves and NTWRK, among others. Paid social will run on TikTok, Instagram/Meta and Pinterest.