• by Tanya Gazdik , Yesterday

Lexus hopes to draw attention to the brand’s electrified luxury offerings in the next chapter of its "Standard of Amazing" brand campaign. 

Four new spots emphasize the innovation and appeal beyond the vehicles' technical aspects.

There is somewhat low awareness that Lexus offers electric vehicles, says Lindsey Smelser, general manager of Lexus Marketing at Toyota Motor North America.

“In 2026, we’ll actually have six electrified options, three that are full battery electric, and three that are plug-in electric,” Smelser tells Marketing Daily. 

"And so we really want to be that brand where you can have it all. You can have luxury, and if you decide that you would want an electrified option, we've got that for you all the way through the various different model trains that meet lifestyle needs.”

The fact that some of the automaker’s competitors are no longer leaning into the EV space is an opportunity for conquest, she says. 

“I think there's a lot of opportunity there, where there were some early adopters who want to stay in the space, but would maybe like to come back to a brand that's a bit more luxurious,” Smelser says. 

The campaign’s creative intentionally breaks from traditional automotive advertising. Rather than fast-paced, frenetic action sequences, Lexus made a deliberate choice to slow everything down with a cinematic approach, backed by the smooth jazz of Miles Davis.

In collaboration with long-time agency partners Team One and IW Group, Lexus embraces the new approach in the U.S. that shares a tonal mantra: Operate elegantly, beautifully and simply.

Team One captures the campaign’s essence in “Miles and Miles.” The film’s narrative unfolds during a single quiet moment in which a man savors two rarefied electric objects: a plugged-in RZ and a sleek, modern turntable playing the timeless sounds of Miles Davis’ “Blue in Green.”

“The Lexus RZ is one of those beautifully crafted objects in a well-curated life that has a certain way of slowing down your heartbeat. It makes you feel good,” said Mark Koelfgen, executive director, Team One, in a release. “Our film set out to bring that human response to life on screen. Blending elegance with emotion, much like Miles Davis’ classic ballad.”

The narrative is further explored in two companion commercials, “Magic” and “Worthy.” 

For the IW Group spot “Session,” Lexus partnered with internationally recognized musicians Brianna Tam and Shobhit Banwait to compose an original piece to channel the same charge and vibrancy one might feel behind the wheel of an electrified Lexus. 

Developed for Asian American in-language audiences, the film celebrates the synergy of technology and creativity.

“Electric vehicles are often perceived as cold and basic. Creatively, we set out to counter that notion by showing the exhilaration of driving an electrified luxury vehicle from Lexus,” says Cenon Advincula, executive director, IW Group, in a release.  “To express that sensation, we drew a parallel to performing with electrified musical instruments like the electric cello and tabla – where energy, emotion, and modern amplification transform the experience.”