Lexus has debuted five new TV spots for “The Power of Connection,” an integrated campaign developed with Team One and Walton Isaacson that explores how innovation can bring people closer together.
The campaign centers on the first-ever Lexus TZ, the brand’s first three-row, all-electric SUV, arriving this winter. Through everyday moments and familiar social interactions, the creative positions luxury technology as a way to encourage conversation and make time together more meaningful.
Spanning TV, print, digital, social and experiential, the campaign highlights the TZ’s serene, lounge-like cabin, quiet interior and features designed to create a more connected passenger experience.
“We’ve never had more ways to connect, and the first-ever Lexus TZ is designed to make the moments we share even more meaningful,” said Sara Lara, senior manager, Lexus Advertising. “We’ve created a serene, thoughtfully designed space that makes being present with one another feel effortless. To us, that’s the future of luxury. Innovation that makes room for what matters most.”
Team One Creates Three Spots Focused on Everyday Connection
Team One developed three spots that find unexpected opportunities for connection in familiar situations.
“Notification Melody” turns digital distraction into a shared experience. Inside the Lexus TZ, six people occupy the same cabin, but everyone except the driver is focused on their phone. As notifications begin chiming, the sounds align to form the melody of MGMT’s “Time to Pretend,” transforming individual screen time into a collective moment.
Companion spots “Sunbathing” and “Good Read” explore other moments of connection, showcasing the TZ’s panoramic glass roof and Rear Comfort mode.
Walton Isaacson Brings Cultural Insights to Two Spots
Walton Isaacson developed two additional spots that draw on recognizable experiences within Black and Hispanic communities, exploring the gestures, conversations and shared understanding that bring people together.
“The Longest Goodbye” focuses on a familiar Hispanic cultural ritual: a goodbye that keeps going long after an event has ended. As a husband waits with his wife’s coat and friends gather in the Lexus, one more story and one more laugh extend the farewell.
The Longest Goodbye | Walton Isaacson
“In Lock Step” explores connection within Black communities through the unspoken language of friendship. A nod, a look or a dap communicates understanding without explanation as a close group of friends moves through a series of elevated moments together.
In Lock Step | Walton Isaacson
Together, the five spots position the Lexus TZ as more than a new electric SUV and highlight thoughtful design plays into making shared experiences more meaningful.
