In 2020 Lexus set out to reassure people that even though everything around them was uncertain, there is till one certainty they can rely on: SOME THINGS WILL NEVER CHANGE.
Regardless of the issues that 2020 has brought LEXUS is still dedicated to operating at the highest level. Still providing technological breakthroughs, pushing performance to the extreme, meticulous craftsmanship and Omotenashi. Treating customers as they would a guest in their own home.
In 2021, Lexus wanted to continue with the same platform and reinforce the undeniable truth of: SOME THINGS WILL NEVER CHANGE.
Their pillars remain unshaken and the campaign is proof of it. Each concept is based on an undeniable fact. We wanted to speak the truth.
Facts about the GX include: 2019 LEXUS GX 460 wins Rebelle Rally. October 21, 2019, The X Elles, a Lexus-supported all-woman team fielding a completely stock 2019 GX 460, overcame some of the most grueling off-road terrain – all without GPS or mobile phones – to clinch first place and win at the 2019 Rebelle Rally.
Utilizing technology proven in World Rally Championship competition, the Kinetic Dynamic Suspension System automatically acts on the front and rear stabilizer bars to vary the degree of roll stiffness depending upon road conditions. This system not only improves on-road handling and ride comfort, it allows for greater suspension travel and articulation off-road so that the vehicle remains remarkably level.
The visual combines 2 of the most challenging terrains, sand and snow to emphasize the capabilities of the GX Technology.
Facts about the NX include: Acclaimed for its mould-breaking, muscular design, The NX multi-faceted exterior is Based around a diamond-shaped cabin. It also envelopes generous interior proportions and energy-efficient powertrains. Similar philosophies can be found in modern architecture, where some buildings are designed to challenge set-square conventions yet offer spacious accommodation.
The visual is based on the effects of a diamond when it shines under the light to emphasize the beauty of the NX design.
Facts about the ES include: Lexus uses the latest technology to design and build its cars, but people remain at the heart of everything Lexus does. And just as much as they teach their human colleagues, the Takumi also provide vital insights when it comes to designing automated processes. For example, the motion of an automated paint-spraying arm matches the sweeping arm movement of a human master craftsperson.
The visual utilizes a mirror glass of a modern building, reflecting classic, timeless architecture to emphasize the ES power of combining craftsmanship at a flawless artisan level and the latest technologies in the automotive industry.
Facts about the RX include: In 2005, Lexus saw an opportunity to challenge the status quo and bring something completely new to the market. This first hybrid luxury model in the world broke new ground and established Lexus as an industry-leading technology pioneer. What set the RX apart was the fact the luxury wasn’t just about leather upholstery, wood trims and clever air conditioning. It was just as much about the quality of the driving experience: ride, handling and refinement in particular.
The visual is showing the RX coming out of nature by blurring the boundaries between urbanism (the road) and the environment (the forest).
