PLANO, Texas (Sept. 27, 2023) – For far too long, choosing a seat in an SUV has determined the quality of the journey. Passengers often compete for the best seat, fighting for a front-row USB plug or playing games to avoid a cramped third row. In its new marketing campaign for the first-ever 2024 TX, Lexus embraces a new family pecking order where everyone wins. Whether passengers prefer the front, back, or middle seat, the TX provides ample space, comfort, technology, and luxury.

Lexus customers have long requested a genuine three-row SUV, and with the introduction of the TX, the brand offers more than just transportation. It ensures a enjoyable journey for all.

“When heading to a sports practice with gear and kids, or taking a long ride to a weekend getaway, the TX will satisfy and delight the diverse needs of our customers,” said Vinay Shahani, vice president of Lexus marketing. “The arrival of the TX is a significant moment for Lexus, and our marketing campaign showcases a new era of three-row luxury, where every seat is crafted to feel like the best seat.”

Broadcast Spots

The marketing campaign features eight broadcast spots that highlight how every seat in the TX provides substantial space without compromising luxurious amenities. The spots have wide-reaching and targeted audiences.

In Team One’s spot, “Battle Out There,” a tired family returns to the airport after a long day of traveling. Their memories of bad seats fade away when they enter the spacious Lexus TX. The characters and their unique travel pain points are further explored in three 15-second spots: “Cargo,” “Captain’s Chair,” and “Interface.” These spots highlight the redemption the family members experience when they enter each row of the TX.

In Walton Isaacson’s spot, “The Road Best Traveled,” a Black family enjoys unexpected activities in unexpected ways with the help of the TX. In the agency’s second spot, “Cast of Characters,” a Hispanic family loves doing things together but in different ways. The TX’s ample space and innovative technology prove to be the perfect solution, allowing every passenger to shine.

 

In IW Group’s spot, “VVIPs,” stylish East Asian characters connect in their TX during an action thriller. In the agency’s second spot, “Here,” a family prepares for a big modern Asian Indian wedding, showcasing lively traditions and connections made possible by the TX.

Media Placements

The marketing campaign aims to position the TX as a central topic of conversation by appearing on various media platforms, including linear TV, streaming TV, audio, digital, programmatic, paid social, and print. Strategic partnerships will be formed with Billboard Music Awards, 100 Thieves, NTWRK, and others. TikTok, Instagram/Meta, and Pinterest will feature paid social ads.

For more information on the first-ever TX, visit www.lexus.com/tx and the Lexus Newsroom.

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