For far too long, the seat chosen in an SUV has set the tone for the journey ahead. Lexus is set to introduce its first-ever 2024 TX, and in a new campaign, the company is shifting the focus from the traditional seat hierarchy in an SUV to prioritize the comfort and enjoyment of all family members during the journey.
Lexus drivers have long expressed their desire for a genuine three-row SUV, and the 2024 TX aims to meet this demand by providing not only a means of transportation but also a delightful and comfortable experience for all passengers.
Collaborating with their long-time agency partner, Team One, Lexus brings this concept to life in their marketing campaign, with a central spot titled “Battle Out There.” In this narrative, a family returns to the airport after a tiring day of travel. However, memories of uncomfortable seats quickly fade away when they are welcomed into the spacious Lexus TX, transforming their journey into an enjoyable adventure. Watch below:
The campaign further explores the individualized travel discomforts of family members in three unique 15-second spots: “Cargo,” “Captain’s Chair,” and “Interface.” Each spot highlights the specific travel pain points experienced by different family members and how the Lexus TX provides a redeeming and comfortable solution for every seat.
REELated:
Lexus is committed to enhancing the overall travel experience, ensuring that the journey itself becomes a cherished part of the family’s memories. With the introduction of the 2024 TX, the brand aims to set a new standard for luxury SUVs by putting the comfort and enjoyment of every passenger at the forefront.
As the campaign unfolds, it is expected to resonate with families seeking a superior travel experience, making the 2024 TX an appealing choice for those who value both style and substance in their vehicles.
CREDITS:
BRAND: Lexus
AGENCY: Team One, LA, CA
- Agency Chief Creative Officer: Chris Graves
- Agency Executive Creative Director: Amanda Abrams
- Agency Creative Director: Jesse Blatz
- Agency Creative Director: Matt Lanzdorf
- Creative Director: Adam Bright
- Creative Director: Emma Kolb
- Creative Director: Tim Hawkins
- Creative Director: John Dohrmann
- Copywriter: Hayes Reed
- Junior Art Director: Yovan Torres
- Photographer: Matt Hartz
- Managing Director: Joel Dons
- Management Director: Ben Allison
- Management Supervisor: Rachel DeLesk
- Account Executive: Angel Smith
- Assistant Account Executive: Will Finke
- Account Director, Social: Robin Watkins
- Account Supervisor, Social: Max Nungesser
- Social Content Manager: Limairy Austrian
- Account Director, PR: Daphne Dobbs
- Management Supervisor, PR: Ashley Greenwood
- Executive Media Director: Paul Silverman
- Management Media Director: Nichole Kirsch
- Associate Media Director: Hilary Hanger
- Media Supervisor: Kate Hettrick
- Media Supervisor: Lindsay Reasner
- Media Planner: Rachel Bienko
- Chief Strategy Officer: Mark Miller
- Management Director: Cliff Adams
- Group Director, Strategy: Nicole Cestaro
- Senior Strategic Planner: Marisol Moran
- Strategic Planner: Matthew Merritt
- Group Director, Digital Strategy: Colin Simonds
- Associate Director, Digital Strategy: Nina Tongco
- Executive Producer: Sam Walsh
- Executive Producer: Brian Gibson
- Senior Producer: Sascha Peuckert
- Associate Producer: Maya Roberts
- Senior Producer, Print: Stephanie Delcarpio
- Associate Director of Project Management: Jamie Lau
- Program Manager: Laura Schluckebier
- Project Manager: Alix Knight
- Project Manager: Yumi Tamashiro
- Production Director: Chad Baur
- Senior Producer, Program Lead: Sarah Smith
- Digital Producer: Marthe De La Torre
- Director, Business Affairs: David Peake
- Associate director of Business Affairs: Janet Anderson
- Senior Music Supervisor: Neil Cleary
- Senior Product Specialist: Christopher Brake
- Production Company Credits
PRODUCTION COMPANY: Radical Media / Los Angeles, CA
- Director: Tarsem / Anders Jedenfors
- President: Frank Scherma
- SVP Head of Commercials/Executive Producer: Jim Bouvet
- Executive Producer: Molly Griffin
- Producer: Kelly Abraham
- Director of Photography: Edu Grau / Anders Jedenfors
- Where shot: Vancouver, BC, Canada
EDIT: Rock Paper Scissors
- Editor: Haines Hall
- Assistant Editor: Michael Shugarman
- Executive Producer: Shada Shariatzadeh
- Executive Producer: Dre Krichevsky
- Senior Producer: Kevin Gottlieb
VFX: JAMM, LA
- Flame Lead: Tim Robbins
- Flame Artist: Cameron Coombs
- Flame Artist: Patrick Ferguson
- Nuke Artist: Ryan Ferguson
- Matte Painter: Brandon Kachel
- Producer: Mike Wigart
- Executive Producer: Asher Edwards
COLOR: Color Collective
- Colorist: Alex Bickel
- Executive Producer: Claudia Guevara
- Color Assist: Javi Ergas
VFX: Tilt-Shift, LA
- Creative Director: Felix Urquiza
- HOP: Shelby Wong
- CG Supervisor: Jesse Thorp
- VFX Producer: Brian Butcher
- VFX Artist: Juan Salazar
MIX: Margarita Mix Santa Monica
- Mixer: Bob Gremore
- Assistants: Mike Murzyn, Sean Melia, Zach Olson
- Executive Producer: Whitney Morris
- Operations Manager: Brian Frank
MUSIC/SFX: Sounds Delicious, LA
- Executive Producer: Ronnie Fountenberry
- Associate Music Producer: Jason Begin
- Composers: Aaron Paul Low, – Yuka Otsuki Steingräber
- Sound Design: Sounds Delicious/ Jonathan Fuhrer
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