Lexus RZ: Electricity At Its Finest
To launch the first all-electric Lexus within the multitude of existing EVs, we didn’t position it as another option of EVs. We chose to put it in a category of one. Comparing it to other rare electrified objects. Things as artful as they are functional. In a world where Lexus and the incomparable Miles Davis belong together. The result: the Lexus RZ becomes a sculptural inhabitant of the home. Justifying its presence through the emotional resonance it brings.
We chose to put it in a category of one.
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Across TV, print and out-of-home executions, we reverse-engineered the Lexus RZ to the understood equity of the brand. The emphasis is not that Lexus makes a superior EV. It’s a superior EV because it’s a Lexus.
A bit of magic for sophisticated adults.
While traditional EV marketing focused solely on rational comparisons to other vehicles, we expanded the frame of reference to all aspirational experiences. We drew parallels to the finest homes that now come with the same technology resident in the glass roof of the RZ. A bit of magic for sophisticated adults. We partnered with brands who also make rarefied electric objects, like a turntable that retails for $64,000, creating something that feels more editorial than ad. And we positioned the RZ adjacent to LG’s Signature OLED clear TV, benchmarking Lexus against the finest electrified objects anywhere.
An EV as much art as it is science. To make this a cluttered expression would fight the very notion of the campaign. Here, we presented Lexus as equal measures of art and ad.
