Team One Helps Launch New NX Crossover for Lexus

By Erik Oster 

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.


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