Dad’s got GXokes in new Lexus spot from Team One

Lexus GXjokes
(Courtesy Team One)

We all know Dad jokes. Me being a dad, I have told my share. And our audience usually responds with an eyeroll and, “Daaaaaaad.” Now Lexus is leaning into that “cringey” sense of humor with its new campaign for Father’s Day.

And the spot IS cringey. But in a great way.

The funny creative from Team One , showcases a fictional new feature in the 2024 Lexus GX called “Dad GXokes,” an in-dash feature is designed to let dads everywhere share their best dad jokes with their captive audience The campaign celebrates the laughter and joy that dads bring every day.

“I’m reading a book on anti-gravity,” it displays on the screen, as dad reads it out loud to his kids.

“It’s impossible to put down,” he follows up, as his joke is met with confused looks. The father goes on, with jokes like “I used to play the piano by ear, now I just use my fingers,” and “What do rain clouds wear under their raincoats? Thunderwear.” The entire car is met with silence, even from the mom, who’s driving. 

“The GX has been engineered to ensure every passenger has the most enjoyable experience possible,” the narrator says as the kids beg their mom to make him stop, closing the spot. 

Watch the 90-second spot, directed by Tuff’s Paul B. Cummings, below:



According to Team One’s LinkedIn post, Dad GXokes is set to launch “across social in a series of parody videos.” 

“Massive thanks to the team for bringing such a fun project to life, and thanks to all of the dads out there for keeping the jokes coming,” the agency posted.

CREDITS:

BRAND: Lexus

AGENCY: Team One

  • Chief Creative Officer: Chris Graves 
  • Executive Creative Director: Jason Stinsmuehlen
  • Creative Director, Art Director: Carlo Barreto
  • Creative Director, Copywriter: Josh Bogdan
  • Associate Creative Director, Copywriter: Jon King
  • Associate Creative Director, Art Director: Nick Costarides
  • Associate Creative Director, Art Director: Chris Toland
  • Account Director: Amy Oars
  • Account Executive: Chandler McKee
  • Senior Content Producer: Ann Truong
  • Associate Content Producer: Erick Sosa
  • Senior Project Manager: Jim Vastano
  • Senior Project Manager: Julie Bedard
  • Associate Director, Business Affairs: Jessica Solorzano
  • Senior Manager, Product Insights: Mike Shin

PRODUCTION COMPANY: Tuff

  • Director: Paul B. Cummings
  • Executive Producer: Max Rose
  • Executive Producer: DJay Brawner
  • Line Producer: Evan McGillivray
  • Director of Photography: Yuki Noguchi

EDIT: AFX

  • Colorist: Derek Hansen
  • Color Producer: Jenny Bright

VFX: Joey Deutsch

SOUND DESIGN & MIX: Brent Busby


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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1

Lexus GXjokes
(Courtesy Team One)

We all know Dad jokes. Me being a dad, I have told my share. And our audience usually responds with an eyeroll and, “Daaaaaaad.” Now Lexus is leaning into that “cringey” sense of humor with its new campaign for Father’s Day.

And the spot IS cringey. But in a great way.

The funny creative from Team One , showcases a fictional new feature in the 2024 Lexus GX called “Dad GXokes,” an in-dash feature is designed to let dads everywhere share their best dad jokes with their captive audience The campaign celebrates the laughter and joy that dads bring every day.

“I’m reading a book on anti-gravity,” it displays on the screen, as dad reads it out loud to his kids.

“It’s impossible to put down,” he follows up, as his joke is met with confused looks. The father goes on, with jokes like “I used to play the piano by ear, now I just use my fingers,” and “What do rain clouds wear under their raincoats? Thunderwear.” The entire car is met with silence, even from the mom, who’s driving. 

“The GX has been engineered to ensure every passenger has the most enjoyable experience possible,” the narrator says as the kids beg their mom to make him stop, closing the spot. 

Watch the 90-second spot, directed by Tuff’s Paul B. Cummings, below:



According to Team One’s LinkedIn post, Dad GXokes is set to launch “across social in a series of parody videos.” 

“Massive thanks to the team for bringing such a fun project to life, and thanks to all of the dads out there for keeping the jokes coming,” the agency posted.

CREDITS:

BRAND: Lexus

AGENCY: Team One

  • Chief Creative Officer: Chris Graves 
  • Executive Creative Director: Jason Stinsmuehlen
  • Creative Director, Art Director: Carlo Barreto
  • Creative Director, Copywriter: Josh Bogdan
  • Associate Creative Director, Copywriter: Jon King
  • Associate Creative Director, Art Director: Nick Costarides
  • Associate Creative Director, Art Director: Chris Toland
  • Account Director: Amy Oars
  • Account Executive: Chandler McKee
  • Senior Content Producer: Ann Truong
  • Associate Content Producer: Erick Sosa
  • Senior Project Manager: Jim Vastano
  • Senior Project Manager: Julie Bedard
  • Associate Director, Business Affairs: Jessica Solorzano
  • Senior Manager, Product Insights: Mike Shin

PRODUCTION COMPANY: Tuff

  • Director: Paul B. Cummings
  • Executive Producer: Max Rose
  • Executive Producer: DJay Brawner
  • Line Producer: Evan McGillivray
  • Director of Photography: Yuki Noguchi

EDIT: AFX

  • Colorist: Derek Hansen
  • Color Producer: Jenny Bright

VFX: Joey Deutsch

SOUND DESIGN & MIX: Brent Busby


Follow us on FacebookX and Instagram


This image has an empty alt attribute; its file name is Costello_Colin-e1577461259599.jpg

Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1