Russell Westbrook is untouchable in his Lexus
Lexus has launched Untouchable, a new :30 spot featuring NBA star Russell Westbrook, the undisputed godfather of the tunnel fit.
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Lexus has launched Untouchable, a new :30 spot featuring NBA star Russell Westbrook, the undisputed godfather of the tunnel fit.
The spot, developed in partnership with Amazon Ads and Team One premiered on Prime Video, as the inaugural season of NBA on Prime tipped off with a doubleheader: Boston Celtics vs. New York Knicks and the Los Angeles Lakers vs. Minnesota Timberwolves.
In sports, as in life, it’s not just how you play the game, it’s how you arrive for it. The walk through the tunnel has become a cultural stage, where what you wear reflects who you are and how you show up. Untouchable celebrates that same energy: the confidence you feel when style, performance, and presence align. Because a car, like personal style, isn’t just about appearance. It’s about how it makes you feel. That’s the Standard of Amazing.
Credits
View on- Agency Team One/Dallas
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- Director No Director Credited
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Credits
View on- Agency Team One/Dallas
- Director No Director Credited
- Executive Creative Director Amanda Abrams
- Talent Russell Westbrook
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Team One/Dallas
- Director No Director Credited
- Executive Creative Director Amanda Abrams
- Talent Russell Westbrook
“At Lexus, we believe the true measure of a car isn’t just in its performance. It’s in how it makes you feel,” said Lindsay Smelser, general manager, Lexus marketing. “That philosophy inspired our collaboration with Amazon and Russell Westbrook. Just as athletes use style to evoke confidence and unlock their best, we design our vehicles to spark that same feeling of power and possibility.”
“We value the opportunity to partner with brands and bring together innovation and storytelling to elevate the fan experience,” said Amy McDevitt, Head of Sports Partnership, Amazon Ads. “With the launch of NBA on Prime, we’re enabling brands to connect with engaged audiences, before, during, and after the game, through authentic, organic integrations that enhance how consumers experience live sports.”
“Tunnel fits have become one of the most exciting crossovers of culture and sport, where fashion, confidence, and performance collide,” said Amanda Abrams, Executive Creative Director, Team One. “Alongside Lexus and Amazon, we tapped into a cultural movement with Russell Westbrook, the icon who started it all, to celebrate that intersection in a way that feels fresh and especially fun.”
