Beyoncé Said “Park Your Lexus” and the Car Brand Responded
When Beyoncé mentions a brand name in a song that goes viral, it’s time for that brand to jump on the bandwagon and do something about it. That’s exactly what Lexus did when the team heard Bey’s ‘Texas Hold ‘Em’ song lyric “park your Lexus”.
As sponsors of the singing sensation’s Renaissance World Tour, the brand was already tied to the singer, making this a natural progression for the team involved. As TikTok challenges were created after the initial listen and the ‘Cowboy Carter’ became more highly anticipated, the team at DDB Amsterdam saw an opportunity to mark the occasion in a uniquely Lexus way.
The seatbelt buckle is a version of the iconic car grill, intricately designed to mirror its form, and even contains 32 diamonds to pay homage to the 32 Grammys Beyoncé has picked up over the years.
To hear more about the buckle creation, the DDB Amsterdam team speaks to LBB’s Nisna Mahtani.
LBB> Talk to us a little bit about why Lexus Netherlands and DDB Amsterdam were keen to pay homage to Beyoncé's new album with this bedazzled offering.
DDB Amsterdam> With her number one smash hit ‘Texas Hold 'Em’, Beyoncé made history as the first Black woman to top the American country music charts. In the chorus, she references the iconic Lexus brand ("So park your Lexus (woo) and throw your keys up (hey)"), which inspired this unique belt buckle!
LBB> Did the Lexus brand know that Beyoncé was going to pay tribute to them in the 'Texas Hold 'Em' track or was it a surprise to the team? How did everyone react?
DDB Amsterdam> It was one of those wonderful surprises, but Lexus was a proud sponsor of Beyonce's Renaissance World Tour. It felt like a perfect match.
LBB> Why was it important to jump on the idea quickly, to make it timely for the album’s release?
DDB Amsterdam> To become a part of the cultural conversation, we co-initiated the Seat Buckle Belt in conjunction with the release of her album, ‘Cowboy Carter’. It was a rapid process, from concept to final deliverable.
LBB> With it being timely, how did people react to the news of being able to win the buckle?
DDB Amsterdam> Due to the massive response, we wanted to give away one seatbelt buckle to the biggest Beyoncé fan to participate in the ‘Texas Hold ‘Em’' TikTok challenge.
LBB> What was the process of designing the belt buckle and what were some of the details you included?
DDB Amsterdam> We embarked on a creative journey, crafting a 3D model of a mall and collaborating closely with a skilled goldsmith. Our inspiration for the seat belt buckle stemmed from the iconic grille of the Lexus, intricately designed to mirror its distinguished appearance. Connecting to Beyoncé's Texas heritage, we adorned the buckle with the Lone Star of Texas. To commemorate her amazing career, we added 32 larger diamonds – a nod to her incredible collection of 32 Grammys.
LBB> And what about the imagery? What were you keen to convey and how did you pay homage to the country inspiration?
DDB Amsterdam> In crafting the imagery, our primary aim was to be inspired by the country music scene whilst also capturing the essence of Beyoncé and her new creative route. We were keen to depict elements that resonated with the spirit of Texas and Beyonce’s new album.
LBB> How did this concept fall in line with the Lexus brand and tone of voice?
DDB Amsterdam> This concept aligns seamlessly with the Lexus brand and its established tone of voice. Lexus is renowned for its commitment to excellence, innovation, and luxury, and this collaboration with Beyoncé's ‘Cowboy Carter’ album perfectly encapsulates these values.
LBB> Has Bey received the belt and if so, what are her thoughts?
DDB Amsterdam> We still need to send an exclusive belt that we (hopefully!) plan to present or hand over during a future concert in Holland. We are waiting for the tour announcement Beyoncé!
LBB> Are there any other fun campaigns coming up for us to look out for?
DDB Amsterdam> This campaign, along with responding to cultural trends, is something we aim to delve deeper into moving forward to reach new audiences. There’s more to come.
LBB> Is there anything else you’d like to share?
DDB Amsterdam> Park your Lexus accordingly.
