Lexus and Team One are launching the new luxury crossover called the NX with a new integrated campaign.
Targeting a young audience, the campaign highlights the new vehicle’s capabilities, which go beyond that of the typical SUV. In the 30-second broadcast spot “What You Get Out of It,” for example, a voiceover explains, “What makes it an SUV is what you can get into it. What makes it an NX is what you can get out of it.” The spot makes the target audience abundantly clear, showing a group of young friends (described in the press release as “high-fashion urbanites”) in a warehouse as they open a mysterious large crate, which later collapses as they drive off in the NX. Another, similarly minded spot, entitled “Moving” (featured after the jump), touts the vehicle as a head-turner, concluding by asking, “Any SUV can move something, but can it move you?”
The broadcast spots, including two that have yet to be released, will air during prime time, late night and cable programming, as well as during broadcast and cable sports programming such as March Madness on CBS, college football on ESPN and NHL on NBC Sports. It will also be supported by print, digital and OOH elements — with the print campaign making an appearance in Vogue’s Spring Fashion Issue, as well as Dwell, GQ and Saveur.
“This marketing campaign creatively demonstrates that this vehicle–which offers a chiseled, angular body design with an aggressive turbo-charged engine–is fun to drive and ready for any adventure,” said Brian Smith, Lexus vice president of marketing.
Credits:
Title: NX Launch “What you get out” & “Moving”
Product Name: NX Hybird, F Sport and Turbo
Product Year: 2015
Agency Group Creative Director: Craig Crawford
Agency CD (writer): Eric Arnold
Agency CD: Jesse Blatz
Agency Senior Producer: Leah Bohl
Agency Account Supervisor: Robin Meselson
Agency Account Director: John Coelho
Agency Executive Producer: Sam Walsh
Agency Other: CCO: Chris Graves
Media Director: Kirsten Atkinson
Senior Strategic Planner: Ashleigh Edwards
Group Strategy Director: Joanna Young
Assoc. Director, Project Management: Sylvia Gutierrez
Production Company: Corner Shop
Director: Wilfrid Brimo
Director of Photography: Andre Chemetoff
Editorial Company: Jump Editorial
Editor: Richard Cooperman
Music Production Company: The Hit House
Music Composer: The Hit House
Sound Design Company: The Hit House
Additional Credits: Bob Gremore of Juice Studios for Mix