- Lexus is taking a multicultural approach to marketing its latest TX three-row crossover SUV to engage what it calls the “latest modern family,” according to press details shared with Marketing Dive.
- The Toyota-owned luxury automaker is running eight broadcast spots, with batches of creative targeted at different demographics, including Black, Hispanic, Asian Indian and East Asian families. The campaign enlists multiple agency partners to connect with diverse consumers, guided by a motif of how every seat within the TX is the most effective seat.
- Ads will appear across linear and streaming TV, audio, digital, programmatic, paid social and print channels, while Lexus has struck partnerships with the Billboard Music Awards, 100 Thieves and livestreamer Ntwrk. The strategy strongly echoes a recent campaign for the Toyota Grand Highlander, which the TX emulates.
Lexus’ push behind its latest 2024 TX crossover takes a page from a campaign that parent Toyota just rolled out in support of the Grand Highlander, an SUV model with an analogous construct and pitch around spaciousness. The automakers are trying to blur the lines between mainstream and multicultural marketing, the latter a tactic that may sometimes be siloed off in large national campaigns. The automotive category has been criticized in recent times for an absence of investments in diverse media, with several corporations pledging to step up their efforts.
A trio of agency partners was enlisted to develop creative for the TX campaign, similar to how Toyota’s “Life’s Grander within the Grand Highlander” got here together with help from multiple shops. Team One crafted commercials featuring a white family for Lexus, including a hero ad, “Battle Out There,” and three shorter spots profiling individual members of the unit. Walton Isaacson spearheaded “The Road Best Traveled,” following a Black family’s journey within the TX, along with a “Cast of Characters” ad geared toward a Hispanic audience. IW Group handled “VVIPs” and “Here,” that are targeted at East Asian and Asian Indian consumers, respectively.
As with the Toyota Grand Highlander, the Lexus TX emphasizes the roominess afforded by its three-row design. While the Lexus ads are tailored to varied demographics, the theme threaded throughout the campaign is how every seat within the automotive is the most effective seat, meaning there’s less bickering over who gets to sit where — a universal problem when traveling. Vinay Shahani, vice chairman of promoting at Lexus, described the vehicle’s launch as a “pivotal moment” for the brand.
Lexus has tapped several partners to raise the profile of the offering, including 100 Thieves, a gaming lifestyle brand, and the livestreaming shopping platform Ntwrk. Along with conventional linear, connected TV and digital and programmatic ads, the automaker is running paid social placements on TikTok, Instagram, Meta and Pinterest.
Other recent campaigns from Lexus have made diversity a priority. A “Never Lose Your Edge” platform from last fall highlighted trailblazers from the Hispanic, Black and LQBTQ+ communities, amongst others, with a message about fighting complacency as embodied in a spin on “The Wizard of Oz” and its Yellow Brick Road.
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