2024 Lexus GX Invites Drivers To Embrace Adventure With 'Live Up To It' Campaign

PLANO, Texas, April 2, 2024 – Lexus has officially launched its "Live Up to It" marketing campaign, introducing the all-new 2024 Lexus GX with a clear message: it's time to turn aspirational goals into reality. This campaign encourages drivers to confidently pursue their curiosity and drive for adventure, whether that means overlanding in remote locations, trekking across deserts, visiting national parks, or simply navigating the daily commute. Cynthia Tenhouse, vice president of Lexus marketing, emphasized that the GX model has consistently demonstrated that drivers do not have to compromise between luxury and capability.

The "Live Up to It" campaign is marked by six broadcast spots showcasing the Lexus GX in various scenarios that embody the spirit of adventure and luxury. From navigating a fantastical parking structure in "Secret Entrance" to highlighting the vehicle's dual nature of city elegance and off-road readiness in "Exceptional Things," these spots aim to inspire GX drivers. Other spots like "Pure Black Joy" and "Core Memories" focus on creating unforgettable experiences with loved ones, while "Cards" and "Escape" showcase the GX's role in fulfilling dreams and solving challenges through its advanced technology and luxurious features.

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The campaign extends beyond traditional advertising mediums, employing a strategic media approach that includes linear TV, streaming platforms, audio, digital channels, programmatic advertising, paid social media, print, and digital out-of-home placements. In collaboration with Amazon Ads and Outside Inc., Lexus is set to captivate GX intenders with custom storytelling that resonates with their passions for music, outdoor adventure, premium dining, sports, and wellness. Notably, a partnership with Amazon Ads will feature a custom video starring a renowned musical artist in celebration of World Music Day. Additionally, Lexus and Outside Inc. are developing an "Extraordinary Adventures" content hub to highlight luxury outdoor experiences.

Another unique collaboration involves Artnet and Lexus creating a custom video that places the GX alongside awe-inspiring land art created by an artist who works in nature. This initiative underscores the GX's alignment with creativity and exploration.

Since its North American debut in 2002, the first-generation GX has been recognized for its legendary off-road capability combined with luxurious comfort. The 2024 model builds on this legacy by incorporating intuitive technology, thoughtful interior design elements, and enhanced off-road performance. Lexus continues to cater to the needs of luxury customers worldwide by offering a diverse lineup of vehicles through 244 dealers in the United States alone. The brand leads in luxury hybrids and offers an extensive range of F SPORT models alongside its commitment to innovation and anticipating the future needs of luxury customers.

For those interested in experiencing the blend of luxury and adventure that the 2024 Lexus GX offers, further details can be found on the official Lexus website and through the Lexus Newsroom.

Lexus remains dedicated to creating exceptional experiences for its customers through brave design, imaginative technology, and exhilarating performance. As it moves forward, the brand aims to continue being a visionary in the luxury automotive sector.