Lexus Kicks Off Progressive Ad Campaign for 2019 UX

TV and web spots created for Black, Hispanic and LGBTQ audiences launched today to hype first-ever UX.

Today Lexus unveiled a new marketing campaign to launch the first-ever 2019 UX. Originally released as a concept in 2016, the UX was deliberately designed and engineered for the city and what Lexus calls the “modern urban explorer.”

The campaign embodies the notion that cities are the new frontier of American culture, a canvas for experimentation and creativity in all corners, from new ideas in fashion, food and architecture to artistic expression.

“The spots highlight how our new crossover reflects the city from every angle and is made to conquer today’s frontiers,” says Cooper Ericksen, Lexus’ V.P. of Marketing. “Combining cutting-edge craftsmanship, seamless connectivity and bold design, the UX is the perfect intersection of form and function.”

 “Plant a Flag,” the central TV spot, began airing nationally today and opens with a bold, orange crossover driving through a dark, mysterious metropolis, the camera changes perspectives and viewers realize the UX isn’t driving horizontally on the road. It’s driving vertically up the side of a skyscraper, revealing that the city around us is the new frontier, and the UX is the crossover crafted to conquer it.

A second TV spot, “A Different Frontier,” shows how the UX “wasn’t just made for the city; it was made from the city,” says Lexus. As the UX makes its way through city streets, the spot highlights how the architecture of urban environments uniquely shaped and inspired the design, technology and engineering of Lexus’ newest luxury utility vehicle.

Multicultural spots were also created, including “The New Renaissance,” which will air on TV One and BET. “Mission: Possible” will run across top national Hispanic networks. The digital video “One of a Kind” will have presence on LGBTQ sites.

To extend the reach of the campaign, Lexus is partnering with key media entities to produce custom content focused around the first-ever UX. Through a collaboration with Givewith and Beautify Earth, three local artists will help revamp an urban community with the development of engaging art murals around Los Angeles this January.

The UX is on sale in dealerships now, with the UX 200 and hybrid UX 250h with all-wheel drive both available in F SPORT.