CONTEXT

Every year, WI and Lexus reassess the shifting attitudes, cultural values and trends of the affluent Hispanic demographic, to remain not just relevant, but compelling to Hispanic luxury-seekers looking for their next luxury vehicle. We discovered that to connect and resonate with this segment, Lexus needs to celebrate, embrace and authentically represent Hispanic culture. So how can we do that in a way that feels elevated, alluring and genuine?

APPROACH

Every Lexus vehicle targets a unique sub-segment of the Hispanic affluent market—which means that for every campaign, we strategically find where brand, vehicle, and audience values intersect, then leverage these insights to craft culturally resonant creative campaigns that drive model awareness and brand desirability.

Cultural Insight

Hispanic families might love spending quality time together—but that doesn’t mean they all enjoy doing things the same way.

Creative Way In

Show that with the Lexus TX, there’s more than enough space for everyone to shine together while remaining true to their unique style and personality.

Unique Sub-Segment

Affluent Hispanics heads of household eager to upgrade to a larger, more luxurious family vehicle without compromising who they are as individuals.