For far too long, the seat chosen in an SUV has set the tone for the journey ahead. In its new marketing campaign for the first-ever 2024 TX, Lexus embraces a new family pecking order where everyone wins. Lexus customers have long asked for a genuine three-row SUV, and with the debut of the TX, the brand delivers more than a method of getting from point A to point B. It also ensures the journey in between is enjoyable for all.
The brand worked with long-time agency partner Team One on the campaign where that idea comes to life. In Team One’s spot, 'Battle Out There' a family arrives back at the airport, weary from a day of travel. Memories of their bad seats quickly fade away when they are rescued by the spacious Lexus TX. Characters are further explored in three unique 15-second spots, “Cargo,” “Captain’s Chair,” and “Interface” that highlight the family members’ individualized travel pain points, and the redemption they receive when entering each row of the TX.