The automaker wants audiences to take the road less traveled, as denoted in a message emblematic of the nature of its newest ride, the Lexus 2023 RX. The luxury car company is rolling out its latest launch with a multi-part marketing effort, spotlighting 27 personalities and influencers across fashion, sports, fitness and culinary, all united by the campaign’s tag.
A contemporary mock-movie cast follows the yellow brick road to the tune of Andrew Lloyd Weber's iconic musical score in the brand's latest concept.Of the family unit featured front-and-center as the video starts, all but its youngest appear glued to their phones in the 21st-century rendition.
The spot's Toto suddenly barks as the group approaches a crossroads, in more ways than one. An orange road appears to the right, as the driver zooms in on her Lexus Interface System, the Cloud Navigation's real-time route information on display.A comtemporary update on the spot's sonic's marks its rising action point, as the nuclear family emerge from an underpass, onto a bridge and back off, venturing deeper into hillside bliss.
Between candy-coated reverie and bursts of energy, the car transforms its once-uninterested riders into exhilerated explorers. The family makes a final stop countryside, exiting the RX in liberated fashion, as they run through fields in pursuit of a foreign hilltop city, marking the video's finale.