Developed in partnership with Team One, Publicis Groupe’s fully integrated media, digital and communications agency for premium brands, Lexus has launched the Hustle for What Matters campaign to mark the debut of the all-new 2022 NX. 

The 2022 NX was designed to help NX drivers create better balance in their lives offering a design that fits every lifestyle and driving preference with the all-new Lexus Interface multimedia and the first plug-in hybrid electric vehicle (PHEV) in the Lexus lineup – the NX 450h+.

Team One led the charge on two of the campaign spots, Hustle and Get Ahead

Hustle showcases a job interview, where the interviewee excitedly narrates the new takes on the traditional rules for success. 

Get Ahead depicts a young driver in her new NX car surprised at the new ways her car navigates daily challenges, highlighting the new technology that allows the NX to park remotely.

The spots will air on cable, primetime, sports programming and across other media broadcasts, alongside digital ads that will be running across select social media platforms. The campaign will also tap into the major resurgence happening around out-of-home media, with OOH ads and billboards appearing in airports, rideshares and ski resorts.