It's a battle out there in new Lexus campaign

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.

Lexus – The First-Ever Lexus TX: Battle Out There

Credits

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Agency Team One/Los Angeles
Production Company RadicalMedia/USA
Director Tarsem

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Credits

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Music Sounds Delicious
Production Service The Capital Media Company/Vancouver
Chief Creative Officer Chris Graves
Executive Creative Director Amanda Abrams
Executive Producer Molly Griffin
DP Edu Grau
Creative Director Jesse Blatz
Creative Director: Emma Kolb

Editor Haines Hall
Executive Producer Sam Walsh
Senior Producer Sascha Peuckert
Edit Executive Producer Shada Shariatzadeh
Edit Senior Producer Kevin Gottlieb
Colorist Alex Bickel
Executive Producer Jim Bouvet
Producer Kelli Abraham

Production Designer Jo Carkner
Creative Director Adam Bright
Creative Director Matt Lanzdorf
Associate Creative Director/Art Director Tim Hawkins
Associate Creative Director/Copywriter Emma Kolb

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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 spots, Cargo, Captain’s Chair, and Interface that highlight the family members’ individualised travel pain points, and the redemption they receive when entering each row of the TX.