Lexus RX
“Radio Duel”
In 2022, Lexus announced the launch of their 5th Generation Lexus RX. I was tasked with leading creative efforts for the US Hispanic campaign. With the RX being the best-selling Luxury SUV in the US since its introduction in 1998… well, you know. No pressure.
Overarching Strategy
The RX continues to reinvent itself, despite its success. It pushes the envelope and strives towards what’s next. This product truth led all Lexus segments (General Market, Hispanic, Black, Asian, LGBTQ+) to coalesce around the strategic statement:
A fine statement indeed! But how could we make it come to life, specifically for a new Hispanic demo that’s younger, edgier, and more diverse and nuanced than ever?
The Insight
Just like the RX, the Hispanic community is constantly evolving. Often viewed as a monolith (we’re not all Mexican), we’re actually a tapestry of very different cultures. We’re also more fluid than ever, readily combining traditions with those around us—American or otherwise.
The Idea
The RX isn’t one to fit a mold, and neither are we. Why shy away from what makes us different, when combining cultures is what makes us so rich? That’s our edge. And so, we chose to celebrate our evolution with the rally cry:
Just as Lexus fearlessly reinvented the RX, Hispanics are no longer afraid to mix, meld and mash things up. In fact, we’re inspired by it. This became the driving force behind our campaign:
The Spot
English Version
In the spot, a lover of Rock Latino comes head to head with a lover of Tropical music. Each wants to blast their own music—until they serendipitously land on a Rock + Tropical mashup—and they love it.
Spanish Version
Our guys don’t shy away from mashing things up. They embrace it. Which reflects the attitudes of our target, the spirit of the RX, and Lexus’s bolder, more adventurous brand outlook in a way that’s culturally relevant and disarmingly fun.
Spanish Radio
CTV
For CTV, the RX changed model colors over time, while the QR code sent viewers to the RX’s landing page on Lexus.com
Online Video
For Online Video, viewers could click on the various colorways available and see the RX change in real time.
And then, of course, came the traditional 360° campaign bits and bobs:
Social
Digital Banners
The campaign went live in September 2022, was terrifically well-received, and performed significantly above market norms across all testing metrics, outperforming even its general market counterpart.
CREDITS:
Agency: Walton Isaacson
Partner: Aaron Walton
Head Of Production: Shauna Williams
Executive Creative Director: Ricardo Trejo
Creative Director/Copywriter: Humberto Belli
Sr. Art Director: Andrea Loza
Producer: Elsa Rubalcava
Production Company: Love Song LA
Director: Abteen Bagheri