PLANO, Texas (April 2, 2024) – Whether your concept of journey is overlanding in a distant place, trekking throughout the desert, visiting a nationwide park with your loved ones, or making your day by day commute, the all-new 2024 Lexus GX evokes drivers to take their aspirational objectives and make them a actuality. In the “Live Up to It” advertising marketing campaign debuting in the present day, Lexus is empowering drivers to confidently pursue their curiosity and drive for journey. 

“For more than two decades, the GX has proven that you don’t have to choose between sophisticated luxury and undeniable capability,” mentioned Cynthia Tenhouse, vice chairman, Lexus advertising. “‘Live Up to It’ inspires GX drivers to refuse to compromise, embrace their passions, and explore the exceptional.”  

“Live Up to It”: Broadcast Spots  

The marketing campaign debuts with six all-new broadcast spots with various, wide-reaching and focused inventive designed to point out distinctive expressions of the “Live Up to It” theme. 

• In “Secret Entrance” (Team One) – a person follows his curiosity and drive for journey as he steers his Lexus GX off the paved street, over an impediment and right into a fantastical parking construction the place an exciting world of journey awaits.  
• In a second spot “Exceptional Things,” (Team One) the GX travels by means of metropolis streets as effortlessly because it off-roads within the desert, highlighting the automobile’s considerate luxurious options and appreciable functionality.  
• In “Pure Black Joy” (Walton Isaacson) – two finest associates are impressed by the all-new Lexus GX to shock their youngsters with their very own model of “roughing it” off the grid. 
• Meanwhile, in a second spot, “Core Memories,” (Walton Isaacson) – a Hispanic girl and her father are motivated by the GX’s luxurious functionality to drive off into the desert and recreate a cherished childhood reminiscence. 
• In “Cards,” (IW Group) an East Asian father appears to be like to his new GX to make the goals of his spouse and daughter come true in surprising methods.  
• Finally, in a second spot “Escape,” (IW Group) a bunch of Asian Indian associates use the expertise, functionality, and luxurious of their GX to unravel the last word escape room.  

Places that Fuel Passions 

Launching throughout linear TV, streaming TV, audio, digital, programmatic, paid social, print and digital out-of-home, the marketing campaign’s multifaceted media technique will focus in on key moments set to drive cultural dialog.  

Together with Amazon Ads, Outside Inc., Artnet and others, Lexus will convey to life customized storytelling that fuels the eagerness of GX intenders, together with music, outside journey, premium eating, sports activities, wellness and extra.  

More particularly, in assist of Great Outdoors Month and World Music Day, Lexus will work along with Amazon Ads to create a customized video with a to-be-named famend musical artist.  

In addition, Outside Inc. and Lexus will collaborate to construct a customized content material hub titled “Extraordinary Adventures,” that includes luxurious outside experiences in partnership with journey fans.  

Through a novel customized video with Artnet, the Lexus GX can even be positioned alongside unbelievable and galvanizing “land art” with an artist who works in nature.  

The first-generation GX entered the North American market in 2002 as a drive to be reckoned with within the mid-luxury SUV market. Lexus fans have lengthy praised its legendary off-road functionality and its skill to deal with tough terrain taking clients comfortably from errands to distant areas. The 2024 GX builds upon the robust basis created by the outgoing era, and brings the intuitive expertise, considerate inside touches, and continued off-road prowess that Lexus visitors have come to anticipate. For extra info on the all-new GX, go to www.lexus.com/gx and the Lexus Newsroom.

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