Lexus highlights The Power of Connection
Lexus has debuted five new spots which form part of its new The Power of Connection integrated campaign, exploring the fact that, while most powerful innovations don’t connect us to everything, they do connect us to each other.
)
Developed alongside Team One New York and Walton Isaacson Chicago, Lexus's new campaign puts the Lexus TZ – the brand’s first three row, all-electric SUV which is arriving this winter – at its centre, using unexpected moments of connection to bring the concept to life.
Th campaign, called The Power of Connection, spans TV, print, digital, social and experiential, including five new spots centred on the Lexus TZ. Featuring a serene, lounge-like cabin and exceptional quietness, the SUV is designed to foster connection and conversation.
"We've never had more ways to connect, and the first-ever Lexus TZ is designed to make the moments we share even more meaningful," said Sara Lara, senior manager at Lexus Advertising. "We've created a serene, thoughtfully designed space that makes being present with one another feel effortless,” said Sara Lara, senior manager, Lexus Advertising. "To us, that's the future of luxury. Innovation that makes room for what matters most."
Notification Melody [below], created with Team One, turns an all-too-familiar scene into an unexpected moment of connection. Inside the first-ever Lexus TZ, six people are sharing the same space, yet everyone except the driver is absorbed in their phones. As notifications begin chiming around the cabin, the sounds suddenly align to create an unmistakable melody of MGMT’s Time to Pretend, turning the soundtrack of digital distraction into a shared moment of connection.
Moments of connection are further explored in companion spots Sunbathing and Good Read [both below], as passengers enjoy the first-ever TZ’s panorama glass roof and Rear Comfort mode.
The campaign further explores how connection shows up across Black and Hispanic communities, from familiar gestures that communicate without words to goodbyes that stretch into another conversation. Created with Walton Isaacson, the two spots bring those distinct cultural insights to life in very different ways.
The Longest Goodbye [above], created for Hispanic audiences and directed by Per Hampus through JOJX, draws on a familiar ritual: saying goodbye can sometimes take longer than the actual event. One more story. One more laugh. One more reason not to leave just yet. The spot brings that familiar ritual to life as a husband waits with his wife’s coat, friends gather in the Lexus ready to go, and the conversation keeps finding reasons to continue.
In Lock Step [below], also directed by Hampus, was created for Black audiences, starts with a simple truth: connection is often understood without having to be explained. A nod, a look, a dap. Little gestures that say everything without saying anything. The spot follows a close group of friends through a series of elevated moments, capturing the unspoken exchanges and shared understanding that move naturally between them.
