2023 Lexus RX Ads Remind Us To Stay Edgy

New Vehicle, New Ad Campaign

The 2023 Lexus RX represents a total, ground-up redesign for the long-running, super-popular luxury crossover, which obviously doesn't happen very often. As such, Lexus has been hard at work coming up with a creative advertising campaign to show off the new RX, and the latest fruit of that effort is an ad campaign dubbed "Never Lose Your Edge."

Photos: Lexus

Recreating an Icon

First up, we have an ad dubbed "Unfollow," which plays on the universal appeal of the iconic film The Wizard of Oz. What if Dorothy had ignored the advice to follow the yellow brick road and instead took the road less traveled? Like the all-new 2023 RX, "Unfollow" reimagines what is possible with a modern interpretation of one of the most celebrated films of all time.

Photos: Lexus

Recognizing Others

Meanwhile, "Quiet Night" pays tribute to the technologically present in the all-new RX, which serves as the perfect companion to a visionary in his quest to pen his legacy on his terms. "Radio Duel" serves as a recognition of the multifaceted, ever-evolving nature of the Hispanic community, reflected by the intuitive technology found in the all-new RX. The next ad, "Extra," is a proud celebration of what makes the LGBTQ+ community and the all-new RX truly unique.

Photos: Lexus

First Pairing

"Drive Within Us" stars Daniel Dae Kim and his real-life son Zander Kim - the first time they’ve shared the screen - in a spot that celebrates the completely redesigned RX by paying homage to previous generations while looking forward to the future. Finally, "See the Future" aims to prove that the past can inspire the future as evidenced by the thoughtful improvements found in the all-new RX and our star's modern day interpretation of traditional wardrobe. The ad stars former Miss Great Britain, Preeti Desai, and features a sherwani and sari created by acclaimed designer, Bibhu Mohapatra.

Photos: Lexus

Thoughtful Collaborations

"'Never Lose Your Edge' represents our relentless pursuit to improve the RX with each generation, while also reflecting the hardworking, successful and thoughtful RX driver," said Vinay Shahani, vice president, Lexus marketing. "The diverse and multifaceted campaign strategy is designed to highlight the vehicle's bold design, intuitive technology, and performance-driven electrification through thoughtful activations and collaborations that allow us to connect directly with RX drivers."

Photos: Lexus

Road Less Traveled

The concept behind all of these ads is the same, despite their differences - capturing the spirit of taking the road less traveled, going off script, and challenging convention. We're all looking for ways to shake things up and keep life exciting, and that desire to avoid complacency is the idea behind this marketing campaign, too.

Photos: Lexus

>>Join the conversation about the 2023 Lexus RX right here at ClubLexus.com.

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