• by Phyllis Fine , Yesterday

Lexus taps the fashion-conscious energy of NBA star Russell Westbrook in a 30-second spot that kicked off the automaker’s partnership with Amazon, itself beginning its first season of streaming NBA games.

Filled with the idea of “tunnel fits” -- outfits that players show off while walking through arena tunnels pregame -- "Untouchable" begins with Westbrook’s voiceover linking fashion and auto style.

 “What you wear – it has to make you feel untouchable. That’s the bar -- whether I’m putting something on or pulling up in it,” he says.

Throughout, Westbrook is dressed in seemingly high-fashion black – making a basket while other players wear standard uniforms, adding a leather cape-like jacket while parading through the pregame tunnel. The ad begins and ends with Westbrook in the driver’s seat of a Lexus.

The spot, developed in partnership with Amazon Ads, premiered  Oct. 29 on Prime with a doubleheader: Boston Celtics vs. New York Knicks and the Los Angeles Lakers vs. Minnesota Timberwolves.

It will air all season long, as part of a larger media partnership that will feature custom creative running across Prime Video’s full slate of NBA coverage including regular-season games, Black Friday games, the NBA Cup, and the NBA Playoffs. 

In addition, Lexus will sponsor “FitCheck,” Prime’s new segment spotlighting the pregame tunnel moments that have become one of sports’ most iconic stages. 

Together, “these season-long integrations create meaningful opportunities for Lexus to connect with basketball fans in authentic, organic ways that enhance the live sports experience,” according to an automaker  rep.