Introducing the latest chapter in Lexus’s story: The Standard of Amazing

More than a machine, Lexus represents the pinnacle of automotive craftsmanship. Intuitive by design and human-centric at its core, every Lexus is designed to accomplish one thing above all else: elicit emotion. That was the guiding light behind The Standard of Amazing, Lexus’s refreshed 2025 positioning—because the greatest measure of an automobile is how it makes you feel.

TV | Streaming & Broadcast:

Featuring Mexican actor, musician and novelist Diego Boneta, we told the story of Lexus while honoring the profoundly human aspects of Hispanic culture that inspire the brand to keep chasing a higher standard.

The story leverages the powerful symbolism of the monarch butterfly and its epic migration, which in Mexico represents transformation, rebirth and the souls of our ancestors returning to greet us, to convey the enduring power and depth of Hispanic heritage—that rich fountain of cultural knowledge that grounds us in our past while propelling us towards the promise of a better, brighter future.

Organic Social | Behind the Scenes:

We kept the excitement going on social with Diego Boneta and a behind-the-scenes sneak peek at a day in his life on set with Lexus.

Anamorphic Billboard at Times Square:

On Fall 2025 we concluded the campaign, sending it off with two epic 3D billboards in the heart of New York City.

CREDITS:
Agency: Walton Isaacson
Partner: Aaron Walton
Head Of Production: Shauna Williams
Executive Creative Director: Ricardo Trejo
Senior Creative Director: Humberto Belli
ACD/Art: Andrea Loza
Senior Copywriter: Fernando Díaz Morlet
Producer: Tina Riccio
Production Company: JOJX
Director: Per Hampus