Team One Takes ‘Different Routes’ for Lexus

By Erik Oster 

Team One launched an integrated national campaign for Lexus, focusing on the 2016 Lexus LX 570 SUV.

The campaign is centered around a 30-second broadcast spot entitled “Different Routes,” which promotes both the LX and the 2016 Lexus LS. Set in the Alps, “Different Routes” shows the two vehicles in friendly race to the top of a mountain. While the LS carefully takes the bends and curves of the mountain road with finesse, the LX powers its way off-road, straight up. The two vehicles reach their destination, a resort at the peak, at the same time. The approach may be a bit cheesy, but it does manage to showcase the virtues of both vehicles. A digital spot, the 30-second “Shortcut” keeps its focus on the off-roading LX, recycling footage from the broadcast effort.

“Different Routes” will broadcast on prime time, late night and cable programming, including Thursday Night Football on CBS, ESPN College Football, English Premiere League soccer on NBC, and the NHL on NBC. On October 22, Lexus will roll out a social element at the start of the Thursday Night Football halftime show, simulcasting live stunts shot inside the LX on multiple social platforms. The campaign will also be supported by OOH elements and print ads in publications such as Conde Nast Traveler, Architectural Digest and DuJour. 

“The LX is a sophisticated and powerful vehicle that equally appeals to those looking for style and comfort and those seeking adventure,” said Lexus vice president, marketing Brian Smith. “The new LX marketing campaign highlights the vehicle’s modern design and engineering that effortlessly bridges high luxury with true ruggedness.”