The marketing campaign, designed to succeed in and resonate with a broad spectrum of customers, accommodates adverts with distinctive expressions of the “By no means Lose Your Edge” theme.
“Unfollow” – Created for the complete market, performs on the common attraction of “The Wizard of Oz.” What if Dorothy had ignored the recommendation to “observe the yellow brick highway” and took the highway much less travelled as an alternative? Just like the all-new 2023 RX, “Unfollow” reimagines what is feasible with a contemporary interpretation of some of the celebrated movies of all time.
“Quiet Night time” – The technologically superior and classy all-new RX serves as the right companion to a Black visionary in his quest to pen his legacy on his personal phrases.
“Radio Duel” –A recognition of the multifaceted, ever-evolving nature of the Hispanic group, mirrored by the intuitive expertise discovered within the all-new RX.
“Additional” – A proud celebration of what makes the LGBTQ+ group and the all-new RX really distinctive.
“Drive Inside Us” – Starring Daniel Dae Kim and his real-life son Zander Kim—within the first time they’ve shared the display—the spot celebrates the fully redesigned RX by paying homage to earlier generations whereas trying ahead to the longer term.
“See the Future” – The previous can encourage the longer term as evidenced by the considerate enhancements discovered within the all-new RX and our star’s modern-day interpretation of conventional wardrobe. The advert stars former Miss Nice Britain, Preeti Desai, and incorporates a sherwani and sari created by acclaimed designer, Bibhu Mohapatra.
“‘By no means Lose Your Edge,’ represents our relentless pursuit to enhance the RX with every technology, whereas additionally reflecting the hardworking, profitable and considerate RX driver,” stated Vinay Shahani, vice chairman, Lexus advertising. “The various and multifaceted marketing campaign technique is designed to spotlight the car’s daring design, intuitive expertise, and performance-driven electrification by way of considerate activations and collaborations that enable us to attach straight with RX drivers.”
The marketing campaign, designed to succeed in and resonate with a broad spectrum of customers, accommodates adverts with distinctive expressions of the “By no means Lose Your Edge” theme.
The RX media marketing campaign goals to teach and encourage consumers to by no means lose their edge by spotlighting 27 personalities and influencers throughout vogue, sports activities, health and culinary. It additionally represents Lexus’ largest funding in audio up to now. With this marketing campaign, Lexus will introduce a number of new media companions, a lot of that are diversity-owned. 5 customized media applications will roll out over the approaching months, together with:
- Amazon Advertisements and Complete Meals Market – Along with Amazon Advertisements, Lexus is creating customized on-demand video content material for Hearth TV viewers that includes Culinary Masters Ludo Lefebvre and Dean Fearing making ready scrumptious tailgating meals with elements from Complete Meals Market. The movies will combine the all-new 2023 RX 350h. Complete Meals Market clients will be capable of style the recipes, meet the cooks and expertise the RX 350h in particular person at pop-up tailgate occasions at Complete Meals Market shops in Glendale, CA (10/7 with Ludo Lefebvre) and the Area in Austin, TX (10/15 with Dean Fearing).
- Spartan Race – In a first-ever partnership with Spartan Race, Lexus will sponsor customized video content material that can spotlight a various vary of individuals within the Spartan group who push themselves to by no means lose their edge. Lexus may also be positioned in entrance of Spartans all through their race expertise through on-site branding and an experiential contact level: the Lexus Discomfort Zone. This IRL expertise will ask Spartans to push their limits by making an attempt challenges resembling a chilly plunge and compression restoration.
- Effectively+Good – Because the unique wellness media companion, Effectively+Good is working with Lexus RX to offer a premium immersive vacation spot about longevity that features talent-led customized video that includes the RX.
Greater than 20 years in the past, Lexus outlined the luxurious crossover phase with the launch of the primary RX. Whereas sustaining the qualities that made it profitable, the 2023 RX additionally presents a extremely various powertrain portfolio encompassing Lexus Electrified variants, in addition to the Lexus-first DIRECT4 all-wheel drive system on the all-new RX 500h F SPORT Efficiency AWD. And, for the primary time ever, a plug-in hybrid electrical (PHEV) variant can be accessible.
For extra data on the 2023 RX, go to www.lexus.com/newRX
