New LX 600 Ad Proves That Nothing Is Too Big

Pair of Spots

The all-new Lexus LX 600 was revealed not terribly long ago, ushering in a new era for the big and luxurious SUV. Now, Toyota's luxury arm is working on showing us just how groundbreaking this vehicle truly is with a pair of new commercials "Drumroll, Please" and "Empower Your Presence," which are part of a new marketing campaign dubbed "No Moment Too Big."

Photos: Lexus

LIfe's Big Moments

"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."

Photos: Lexus

Inside the Cabin

Created by 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 LX's exterior and interior designs, the campaign takes a look inside the reinvented cabin, featuring Lexus Interface and Lexus' first dual-display configuration.

Photos: Lexus

Hip Hop Culture

Meanwhile, Walton Isaacson's "Empower Your Presence" celebrates the all-new LX and its history as a beacon of luxury in hip hop culture when it first launched in 1996. In the ad, we follow a day in the life of a young real estate mogul as he drives around town in his LX 600 while reflecting on the power that a strong presence can have on those around you - a presence that is enhanced by the all-new LX 600.

Photos: Lexus

Ultra Luxury

Both films showcase 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.

Photos: Lexus

Other Media

In addition to these broadcast spots, the campaign includes advanced TV, digital, audio, social, print, and out-of-home. Other notable media initiatives for the LX 600 include an iHeartMedia Bloomberg Podcast, a custom, Google Cloud-streamed, AR experience, and Hearst "Project Tell Me" - an editorial initiative that amplifies voices of historically underrepresented communities in a new-to-world docuseries from Complex Networks.

Photos: Lexus

>>Join the conversation about this LX 600 ad right here at ClubLexus.com.

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