Lexus and agency Walton Isaacson have unveiled a cinematic new campaign titled “The Standard of Amazing,” a powerful brand repositioning that moves beyond product specs and leans fully into emotional storytelling. The campaign debuts with the film “Reaching a Higher Standard,” featuring acclaimed actor Blair Underwood (Long Legs, Self Made), whose voice and presence elevate the spot’s message of aspiration and self-actualization.
Directed by Per-Hampus of JOJX and lensed by Oscar-nominated cinematographer Jeff Cronenweth, the spot blends visual elegance with stirring narration. Underwood invites viewers to not just drive better—but live better—by aligning their ambitions with a vehicle that reflects their highest standards. Watch the 1:15 creative below:
“This campaign is not just about automobiles,” noted Aaron Walton, CEO of Walton Isaacson. “It’s about aligning with consumers’ aspirations and elevating what luxury means today. Lexus has given us the space to tell stories that resonate on a deeper level, and Blair Underwood brings that emotional layer to life in a truly powerful way.”
Part of a broader shift in Lexus’ marketing approach, “The Standard of Amazing” aims to connect with drivers on a human level, reflecting lifestyles, ambitions, and emotion rather than mere horsepower and price points. The campaign signals Lexus’ evolution into a brand that champions not just craftsmanship, but character.
The launch film with Underwood is just the beginning. Over the coming months, additional spots will roll out, each exploring new facets of the Lexus lifestyle and customer journey through a diverse array of voices and visual storytelling.
CREDITS
BRAND: Lexus
AGENCY: Walton Isaacson
- Executive Creative Director: Ricardo Trejo
- Creative Directors: Diori Thomas, Humberto Belli
- Associate Creative Director: Andrea Loza
- Copywriters: Allie Lyke, Fernando Diaz Morlet, Chris Davis
- Art Director: George Villeta
- Head of Production: Shauna Williams
- Producers: Elsa Rubalcava, Tina Riccio Kubon
- Digital Producer: Taylor Lakey
- Business Affairs: Susan Spight, Sharee Manning
PRODUCTION COMPANY: JOJX
- Director: Per-Hampus
- Executive Producers: Jackson Morton, Joe Care, Sevasti Buford
- Director of Photography: Jeff Cronenweth
- Production Designer: Gary Matteson
- Casting: Gabrielle Schary
POST: Parliament
- VFX Supervisor: Tim Rudgard
- VFX Producer: Will Jellicorse
COLOR: Company 3 LA
Colorist: Jean-Clément Soret
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