• by Tanya Gazdik , Yesterday

Lexus is debuting a campaign exploring how the most powerful innovations don’t connect us to everything — they connect us to each other.

“The Power of Connection” includes five spots developed alongside Team One and Walton Isaacson. The campaign features the Lexus TZ, the brand’s first three-row, all-electric SUV arriving this winter.

“We’ve created a serene, thoughtfully designed space that makes being present with one another feel effortless,” says Sara Lara, senior manager, Lexus advertising. “To us, that's the future of luxury: innovation that makes room for what matters most.”

The effort spans TV, print, digital, social and experiential.

In “Notification Melody,” created by Team One, six people are sharing the same space, yet everyone except the driver is absorbed in their phones. As notifications begin chiming around the cabin, the sounds suddenly align to create an unmistakable melody of MGMT’s “Time to Pretend,” turning the soundtrack of digital distraction into a shared moment of connection. 

In companion spots “Sunbathing” and “Good Read,” also from Team One, passengers enjoy the panorama glass roof and rear comfort mode.

The campaign further explores how connection shows up across Black and Hispanic communities, from familiar gestures that communicate without words to goodbyes that stretch into another conversation. Created with Walton Isaacson, two spots bring those distinct cultural insights to life in very different ways.

“The Longest Goodbye,” created for Hispanic audiences, draws on a familiar ritual: saying goodbye can sometimes take longer than the actual event. The spot brings that familiar ritual to life as a husband waits with his wife’s coat, friends gather in the Lexus ready to go, and the conversation keeps finding reasons to continue.

“In Lock Step,” created for Black audiences, starts with a simple truth: Connection is often understood without having to be explained. The spot follows a close group of friends through a series of elevated moments, capturing the unspoken exchanges and shared understanding that move naturally between them.