Lexus is reaching a higher standard in it's latest campaign
Directed by Per-Hampus and produced by JOJX, the campaign redefines automotive storytelling by highlighting how driving a Lexus elevates your driving experience.
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Lexus is rewriting the script and unveiling a new chapter in its brand story with the launch of The Standard of Amazing.
The campaign signals a new creative evolution and redefines the meaning of luxury automotive, based in emotional connection, cultural relevance and a human-centric approach.
Premiering with a cinematic new spot titled Reaching a Higher Standard, the campaign features Emmy and Grammy-winning actor, director, and advocate Blair Underwood, who both stars in and narrates the piece. His presence brings gravitas to the film, which explores what it means to refine one’s own standard, mirroring the experience of driving a Lexus.
Helmed by director Per-Hampus and produced by LA-based production company JOJX partnership with Lexus’ ad agency Walton Isaacson, the spot does more than showcase the vehicle, it tells a character-driven story and captures the emotions that drive people, forge connections, their interests and memories.
Credits
View on- Agency Walton Isaacson/Los Angeles
- Production Company JOJX
- Director Per-Hampus Stalhandske
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Credits
View on- Agency Walton Isaacson/Los Angeles
- Production Company JOJX
- Director Per-Hampus Stalhandske
- Editing Rock Paper Scissors
- VFX Company Parliament VFX
- Colorist Jean-Clement Soret
- Audio Post Input Studios
- Executive Creative Director Ricardo Trejo
- Creative Director Diori Thomas
- Senior Creative Director Humberto Belli
- Associate Creative Director of Art Andrea Loza
- Senior Copywriter Allie Lyke
- Senior Bilingual Copywriter Fernando Diaz Morlet
- Art Director George Villeta
- Head of Production Shauna Williams
- Senior Producer Elsa Rubalcava
- Producer Tina Riccio
- Music Supervisor Nick Haussling
- Digital Producer Taylor Lakey
- Copywriter Chris Davis
- Executive Producer Jackson Morton
- Executive Producer Joe Care
- Executive Producer Sevasti Buford
- Producer Martha Davis
- DP Jeff Cronenweth
- Editor Damion Clayton
- Executive Producer Shada Shariatzadeh
- VFX Supervisor Tim Rudgard
- Producer Will Jellicorse
- Audio Mixer Gonzalo Ugarteche
- Producer Natalie Leon
- Talent Blair Underwood
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Walton Isaacson/Los Angeles
- Production Company JOJX
- Director Per-Hampus Stalhandske
- Editing Rock Paper Scissors
- VFX Company Parliament VFX
- Colorist Jean-Clement Soret
- Audio Post Input Studios
- Executive Creative Director Ricardo Trejo
- Creative Director Diori Thomas
- Senior Creative Director Humberto Belli
- Associate Creative Director of Art Andrea Loza
- Senior Copywriter Allie Lyke
- Senior Bilingual Copywriter Fernando Diaz Morlet
- Art Director George Villeta
- Head of Production Shauna Williams
- Senior Producer Elsa Rubalcava
- Producer Tina Riccio
- Music Supervisor Nick Haussling
- Digital Producer Taylor Lakey
- Copywriter Chris Davis
- Executive Producer Jackson Morton
- Executive Producer Joe Care
- Executive Producer Sevasti Buford
- Producer Martha Davis
- DP Jeff Cronenweth
- Editor Damion Clayton
- Executive Producer Shada Shariatzadeh
- VFX Supervisor Tim Rudgard
- Producer Will Jellicorse
- Audio Mixer Gonzalo Ugarteche
- Producer Natalie Leon
- Talent Blair Underwood
“This wasn’t just a car commercial, it was a character study,” said Per-Hampus. “Blair brought a quiet power to the narration, and visually, we wanted every frame to feel considered, grounded, and personal.”
“Bringing The Standard of Amazing to life marks a pivotal moment for Lexus,” says Ricardo Trejo, Executive Creative Director at Walton Isaacson. “This work isn’t just about showcasing vehicles; it’s about igniting feeling, the thrill of the drive, the pride of ownership, the anticipation of what’s next.”
Lindsay Smelser, General Manager of Lexus Product and Consumer Marketing says, “Luxury is more than craftsmanship and refined performance; it’s about feeling something. For those who have not experienced the Lexus standard of amazing, our new spots share a glimpse of what it feels like to own a Lexus.”
