Dive Brief:
Lexus is highlighting diverse communities in its latest advertising campaign, “Never Lose Your Edge,” per a press launch. The push is supposed to advertise the 2023 Lexus RX.
The model’s largest audio funding up to now, “Never Lose Your Edge” spots spotlight minority communities and trailblazers throughout Hispanic, Black and LQBTQ+ demographics, amongst others, with a message to battle in opposition to complacency.
The campaign follows different diversity-centered efforts by Lexus and also will function influencer advertising and immersive out-of-home (OOH) activations. The push additionally teases new media partnerships with Amazon Ads and Whole Foods, Spartan Race and Well+Good.
Dive Insight:
Lexus casts a large web with its new campaign highlighting the latest model of its 20-year-old Lexus RX. Notably, “Never Lose Your Edge” boasts a slew of advertisements that includes multicultural casts and trailblazers in an effort to attraction to the subsequent technology of shoppers and is backed by main advert spend.
Six advertisements comprise Lexus’ variety push. One spot, “Quiet Night,” depicts a Black visionary discovering inspiration to strive one thing new. Another, “Radio Duel,” is supposed to spotlight the ever-evolving nature of the Hispanic neighborhood. A 3rd spot, “Extra” celebrates LGBT tradition in a playful dialogue that showcases the RX’s “additional” options. “Drive Within Us” options American-Korean actor Daniel Dae Kim and his son Zander paying homage to generational ties and influences and one other spot, “See the Future” stars former Miss Great Britain Preeti Desai, the primary of Indian-descent to win the title, giving a sherani and sari a contemporary aptitude together with her designs. One of the six advertisements is designated for a broader attraction: “Unfollow” posits the concept of taking the Lexus RX off the overwhelmed monitor, utilizing The Wizard of Oz as a metaphor.
“Never Lose Your Edge” may also see an influencer advertising activation, enlisting 27 personalities and influencers throughout industries together with vogue, sports activities, health and culinary. The campaign moreover marks new partnerships for the automaker, with 5 customized media packages teased to launch in coming months.
In a partnership with Amazon Ads and Whole Foods Market, Lexus will create on-demand content material for Amazon Fire TV that includes culinary artists Ludo Lefebvre and Dean Fearing making ready tailgate meals with the Lexus RX built-in in the video. In individual, consumers at Whole Foods Market may have the chance to strive the meals, see the brand new automotive and discuss with the cooks in Glendale, California Oct. 7 and Austin, Texas, on Oct. 15. Lexus may also companion with impediment problem Spartan Race for on-site branding and a particular problem, the Lexus Discomfort Zone, which is able to problem shoppers with duties like a chilly plunge and compression restoration. A partnership with Well+Good will add a wellness arm and have a customized video that showcases the RX.
“The diverse and multifaceted campaign technique is designed to spotlight the automobile’s daring design, intuitive know-how, and performance-driven electrification by considerate activations and collaborations that enable us to attach instantly with RX drivers,” stated Vinay Shahani, vice chairman of Lexus advertising, in the discharge.
Such a diversity-centered strategy rides on the heels of like-minded efforts by the model as of latest. This week, Lexus unveiled a promotion for its first-ever battery-electric automobile, the Lexus RZ 450E, with a tie-in to the extremely anticipated debut of Marvel’s “Black Panther: Wakanda Forever.” A 90-second spot pairs the automobile with members of the Dora Milaje, the film’s fictional royal guard.
https://www.marketingdive.com/information/lexus-diversity-influencers-campaign/633480/
