Lexus has launched its latest marketing campaign, titled “Live Up to It,” on April 2nd, with the aim of empowering drivers to confidently pursue their curiosity and thirst for adventure.
Among the six spots included in this campaign, one features a man stuck in a traffic jam who decides to follow his curiosity and adventurous spirit. He steers his Lexus GX550 off the paved road, traversing large rocks until he reaches a parking structure. To his surprise, the structure leads to a hilltop offering a breathtaking view of the city.
The commercial concludes with the onscreen line “Luxury beyond limits” and the tagline “Live up to it,” alongside the protagonist selecting the option for a centrifugal massage.
The soundtrack for this commercial is the 2012 single “Elephant” by the Australian psychedelic rock band Tame Impala, from their second album “Lonerism.”
Other commercials in the campaign highlight the vehicle’s luxurious features, innovative technology, and impressive off-road capabilities.
The campaign will be aired across various platforms including TV, streaming TV, audio, digital, programmatic, paid social, print, and digital out-of-home. Additionally, Lexus will collaborate with Amazon Ads, Outside Inc., Artnet, and others to create custom storytelling experiences that resonate with GX intenders. These experiences will encompass music, outdoor adventure, premium dining, sports, wellness, and more. For instance, in support of Great Outdoors Month and World Music Day, Lexus will partner with Amazon Ads to produce a custom video featuring a renowned musical artist.
