WATCH: Lexus debuts ‘No Moment Too Big’ campaign for 2022 LX 600

MANILA: Lexus has launched a marketing campaign for its all-new flagship SUV, the 2022 LX 600, titled "No Moment Too Big."

The first two ads of the campaign are titled "Drumroll, Please" and "Empower Your Presence."

In a statement, Lexus Marketing Vice President Vinay Shahani said, “The LX has been a beacon of capability and style for more than 25 years. 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.”

The all-new LX 600 is designed to triumph in places and situations where other luxury vehicles would be reluctant to go. It introduces an all-new platform, an enhanced 3.5-liter twin-turbo V6 engine, higher fuel economy, increased towing capability, and an expanded five-grade strategy, all of which build on the legacy of previous generations.

"Drumroll, Please" a Team One production, features three LX 600 drivers — an athlete, an executive, and a surgeon — as they gear up for major milestones. The campaign provides a glance inside the reimagined cabin, which features Lexus Interface and Lexus' first dual display layout, in addition to showcasing the sleek appearance and sophisticated interior design. Watch “Drumroll, Please” here.

Meanwhile, the new LX and its history as a symbol of luxury in hip hop culture when it was initially released in 1996 are celebrated in Walton Isaacson's "Empower Your Presence." The commercial features a young real estate magnate as he drives around town in his LX 600, pondering on the significance of developing a strong presence on the people around — a presence amplified by the elegant, sumptuous, all-new LX 600. Watch "Empower Your Presence” here.

Both films highlight the first-ever LX 600 Ultra Luxury trim, which focuses on the passenger experience with executive seating that can massage and recline up to 48 degrees and is operated by an easy-to-use touchscreen control panel in the center armrest table.

Aside from broadcast advertisement, the campaign includes TV, digital audio, social, print, and out-of-home. The LX 600 media campaign targets affluent achievers who lead busy lives, prioritize their jobs, pursue their passions, appreciate the finer things in life, and rely on technology to keep organized. Among the major media initiatives are iHeartMedia Bloomberg Podcast sponsorship, Google Cloud-streamed AR experience, Hearst “Project Tell Me,” and Complex Networks partnership.

Photos from Lexus

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