Lexus Makes Grand Entrance with Tweaked RX

Featuring two television commercials, the push embodies the quality of sophistication associated with a dynamic lifestyle

Lexus has rolled out an integrated marketing campaign to promote its redesigned RX luxury crossover. Featuring two national television commercials targeting the SUV aficionado, the push embodies the quality of sophistication associated with a dynamic lifestyle.

The first spot titled, Beautiful Contrast, is focused on the vehicle’s sporty outlook. The ad’s display of classic European landmarks is intercut with a smooth masculine drive backed by contemporary city-set architecture and feminine intrigue. Music by Mutato was engaged to add dimension to the video.

The second spot dubbed, Modern Luxury, highlights the variant’s duality. Shots of a woman steering the RX hybrid through urban streets at daytime are complemented with those of a man driving the performance-inspired RX F Sport. Both ads end with the tagline: Never has luxury been this expressive.

“Our best-selling luxury crossover has been re-imagined to appeal to modern families and culturally-engaged customers. This marketing campaign illustrates how we’ve transformed the RX and redefined sophistication,” said Brian Smith, VP of Marketing at Lexus.

Three multicultural spots round out the broadcast campaign, with Judgments Rewrite being tailored for the black audience to depict how the new look model suits the successful professional. Another advertisement, Meet the Unexpected, is geared toward a Hispanic audience.

Motivated by realism, it reflects what happens when imagination meets emotion. The third installation, Ahead of the Curve, was conceptualised to captivate the automotive giant’s LGBT clientele. The clip demonstrates how the SUV was engineered to keep up with a modern lifestyle.

The said exercise is slated to appear on broadcast, digital, print, and out-of-home media. The TV spots will air during prime-time cable and sports programming with properties like NCAA Basketball on CBS, the English Premier League on NBC as well as the NHL on NBC and DirecTV Center Ice.

The digital aspect includes unique brand integrations with AOL, Google, YouTube, and The Mindy Project on Hulu. An immersive effort with Facebook and Instagram will provide consumers with contextual RX content after relevant “life moments.”

Print extensions include placements across lifestyle and fashion titles such as Bicycling, Sports Illustrated, W, and Vogue. For the first time, the RX visuals will also run in 2016’s Swimsuit Edition of Sports Illustrated—as a six-page gatefold.