No Moment’s too big for all-new Lexus LX 600 SUV

(Courtesy Lexus)

There are places that ask more of you. Moments that test you. Situations that expose you. But for those up to the task, the rewards are extraordinary. Today, Lexus debuts a marketing campaign, called “No Moment Too Big,” for the all-new flagship SUV, the 2022 LX 600.

The all-new LX 600 is made to excel in places and in moments other luxury vehicles dare not tread. It builds on the legacy of previous generations by introducing an all-new platform, an upgraded 3.5-liter twin-turbo V6 engine, improved fuel economy, increased towing capacity and an expanded five-grade strategy. For the LX 600, there is no stage too big, no moment too challenging and no test too demanding.

The campaign kicks off with launch a spot called “Drumroll, Please.” 

Created by our friends at Team One, “No Moment Too Big” follows three LX 600 drivers—the athlete, the executive and the surgeon—as they prepare for big moments. In addition to showing off the sleek exterior and thoughtful interior design, the campaign takes a look inside the reinvented cabin, featuring Lexus Interface and Lexus’ first dual display configuration. 

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“The LX has been a beacon of capability and style for more than 25 years,” said Vinay Shahani, vice president of Lexus marketing. “With the all-new LX 600, our flagship luxury SUV, we built on that legacy by offering uncompromising performance, thoughtful design and human-centered technology that our guests need to tackle life’s big moments.” 

The film showcases the first-ever LX 600 Ultra Luxury grade that provides special attention to the passenger experience with executive seating that can massage and recline up to 48 degrees, controlled via an effortless rear touchscreen control panel in the center armrest table. 

In addition to the broadcast spot, the campaign includes advanced TV, digital, audio, social, print and out of home. The LX 600 media campaign reaches affluent high achievers as they live their on-the-go lifestyles, focus on their careers, pursue their passions, enjoy the rarer things in life, and lean on technology to stay organized. Notable media initiatives include:



Agency: Team One

  • CEO: Julie Michael
  • Laura Schluckebier, Program Manager
  • Jamie Lau, Associate Director of Project Management
  • David Hefferly, Project Manager
  • Kersheral Jessup, Project Manager
  • Chris Graves, Chief Creative Officer
  • Jason Stinsmuehlen, Executive Creative Director
  • Jesse Blatz, Creative Director
  • Matt Lanzdorf, Creative Director
  • Tim Meraz, Director of Design
  • Tyler Doupe, Creative Director
  • Luke Roloff, Copywriter
  • Ken Bones, Art Director
  • Adam Bright, Art Director
  • Justin Kaehler, Associate Creative Director
  • Amy Oars, Account Director
  • Madison Rich, Account Supervisor
  • Chandler McKee, Assistant Account Executive
  • Leah Bohl, Associate Director of Content Production
  • Erick Sosa, Associate Producer
  • Matt Hartz, Content Producer
  • Neil Cleary, Senior Supervisor, Music
  • Sarah Smith, Senior Digital Producer, Program Lead
  • Danielle Wright, Digital Producer
  • Mikette Miller, Senior Digital Producer
  • Maaren Hall, Senior Digital Producer
  • Chad Bauer, Associate Director, Interactive Production
  • Stephanie Delcarpio, Senior Print Producer
  • Preston Larson, Management Director, Media
  • Scott Thornton, Media Director
  • Stacey Cho, Associate Media Director
  • Jennifer Gee, Media Supervisor
  • Chanelle Billones, Media Supervisor
  • Brianna Porrello, Media Planner
  • Tristan Gerardo, Media Planner
  • Savannah Pham, Assistant Media Planner
  • Cailin Lobb-Rabe, Associate Search Director
  • Kathryn O’Connell, Search Media Manager
  • Cliff Adams, Group Planning Director
  • Trang Fieman, Associate Director, Strategy
  • John Stallé, Associate Director, Digital Strategy
  • Steven Garcia, Director of Cultural Anthropology
  • Tahni Candelaria, Cultural Anthropologist
  • Daphne Dobbs, Account Director
  • Jesse Zand, Account Executive
  • Erin Schneider, Public Relations Specialist
  • Melanie Guthrie Sanders, Account Supervisor
  • David Peake, Director of Business Affairs
  • Christopher Brake, Junior Product Insights Specialist
  • Kevin Helms, Copy Supervisor
  • Jeff Hoffman, Senior Proofreader
  • Julia Gabrick, Proofreader
  • Jim Mills, Proofreader
  • Mary Nadler, Senior Proofreader
  • Stacey McKeever, Manager, Digital Asset Management
  • Emily Kutami, Digital Asset Supervisor
  • Scholastica Park, Studio Director
  • Tim Takanashi, Senior Digital Artist
  • Ricky Chan, Digital Artist
  • Michael Martens, Senior Retoucher
  • Ban Tat, Senior Retoucher
  • Quinn Diep, Senior Digital Artist
  • Faren Rose, Senior Broadcast Traffic Manager
  • Elizabeth Romaine, Broadcast Traffic Manager
  • Jenny Reifenberg, Broadcast Traffic Manager
  • Allan Rohrbaugh, Senior Digital Traffic Manager
  • Krysten Yaminy, Digital Ads Operations Manager
  • Karen Kuo, Digital Analytics Manager
  • Matthew Wendell, Senior Analyst of Customer Relationships
  • Mary Lisska, Senior Cost Control Specialist
  • Kimberly Bob, Cost Control Specialist
  • Gina Grosso, Head of Production
  • Brian Gordon, Senior Editor / Multimedia Manager
  • Paloma Bido, Post Producer
  • Cody Pittard, Post Producer
  • Alec Hoffman, Associate Producer
  • Rob Johnston, Motion Graphics Manager
  • Greg Young, Editor


  • Director: Henry Hobson
  • President / Executive Producer: David Zander
  • Executive Producer: Kate Leahy
  • Head of Production: Janet Nowosad
  • Line Producer: Ed Calaghan
  • DP: Linus Sandgren

EDIT: Cabin Editing Company LLC


TELECINE: Company 3

MUSIC: SqueekEClean

Voiceover: Gaius Charles


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