To ring in the Year of the Ox, Lexus has partnered with Ronny Chieng to write and direct a branded content piece examining the etiquette of gift-giving during the global cultural holiday.
The video, from IW Group, features the Crazy Rich Asians star and Daily Show correspondent, driving a 2021 Lexus IS F SPORT through sun-drenched Hawaiian vistas while struggling to figure out which members of his extended family should be gifted a red envelope (a packet containing money that is given out during the Lunar New Year).
Exchanging red envelopes (also known as hong bao) during the Lunar New Year is a beloved holiday tradition; albeit one governed by a set of sometimes complex rules.
Chieng’s video playfully captures the confusion faced by many Asian Americans who strive to preserve long-standing cultural customs while also trying to comprehend them. Watch below:
Chieng’s co-star in the video is the all-new Lexus IS F SPORT, which features a host of redesigned visual cues that immediately set it apart, including a bold grille, a singular tail lamp, and a low imposing stance. Its reimagined interior features new available 10.3-inch touchscreen display with advanced connected technology right at your fingertips for the most advanced IS yet.
“There’s lots of rules around Lunar New Year traditions so when in doubt check with Mom,” said Chieng, who was born in the Year of the Ox and co-stars in the upcoming blockbusters Godzilla vs. Kong and Marvel’s Shang-Chi and the Legend of the Ten Rings.
Ronny added, “I’m honored to work with Lexus to bring awareness to the important topic of who exactly you need to give money in Hong Baos to while driving around in one of the best ultramodern cars on the planet.”
xin nian kuai le.