Lexus Shows How GX Will 'Live Up To It'

Lexus is helping drivers see how they can confidently pursue their curiosity and drive for adventure with the 2024 Lexus GX.

Themed “Live Up to It,” the effort includes six  broadcast spots with diverse, wide-reaching and targeted creative designed to show unique expressions of the theme.

Launching across linear TV, streaming TV, audio, digital, programmatic, paid social, print and digital out-of-home, the campaign’s multifaceted media strategy will focus in on key moments set to drive cultural conversation. 

Together with Amazon Advertising, Outside Inc., Artnet and others, Lexus will bring to life custom storytelling that fuels the passion of GX intenders, including music, outdoor adventure, premium dining, sports and wellness.

in support of Great Outdoors Month and World Music Day, Lexus will work together with Amazon Ads to create a custom video with a to-be-named renowned musical artist.  



Outside Inc. and Lexus will collaborate to build a custom content hub titled “Extraordinary Adventures,” featuring luxury outdoor experiences in partnership with adventure enthusiasts.  

Through a unique custom video with Artnet, the Lexus GX will also be placed alongside “land art” with an artist who works in nature.  

The Toyota luxury brand is now under the direction of new marketing vice president Cynthia Tenhouse

The effort includes two spots each from Team One (lead agency and general market), Walton Isaacson (with a focus on African American and Hispanic consumers) and IW (focusing on Asian American consumers.)

Secret Entrance” from Team One shows a man steering his Lexus GX off the paved road, over an obstacle and into a fantasy parking structure where a thrilling world of adventure awaits. In “Exceptional Things,” also from Team One, the GX travels through city streets as effortlessly as it off-roads in the desert.

Pure Black Joy,” from Walton Isaacson, features  two best friends who are inspired by the all-new Lexus GX to surprise their kids with their own version of “roughing it" off the grid. “Core Memories,” also from Walton Isaacson, features a Hispanic woman and her father, inspired by a cherished memory.

In “Cards,” (from IW Group) an East Asian father looks to his new GX to make the dreams of his wife and daughter come true in unexpected ways. In “Escape,” (IW Group) a group of Asian Indian friends use the technology, capability, and luxury of their GX to solve the ultimate escape room. 

The automaker got in on the April Fools' Day fun with another spot for the GX from Team One called “Scent Mode."

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