THE MIND SET — by AD COUNCIL
Creative Concept / Campaign Art Direction / Experience Design
Situation
Lexus didn’t need more leads. It needed more love.
The all-new 2024 Lexus GX had already proven its desirability—with a two-year waitlist before it hit the streets. The task wasn’t to generate interest. It was to build cultural relevance. To reposition the GX as a symbol not just of capability, but of creative possibility.
The Insight
The outdoors doesn’t just clear your mind—it fuels it.
In a world where we’re constantly connected, true luxury is finding space to reconnect—with creativity, self-expression, and the world around us. The outdoors isn’t an escape. It’s a reset. A source of creative power.
The IDEA
On World Music Day, Lexus and Amazon Music partnered with 8-time Grammy winner Anderson .Paak to create something entirely new: a remix of his hit track “Celebrate,” inspired by the power of open roads and open minds.
At the heart of the campaign: a cinematic music video that redefined luxury—not as excess, but as expression. It was supported by an exclusive Amazon Music release, curated remix playlists, behind-the-scenes interviews, and Fire TV integrations that brought the spirit of exploration into homes across the country.
RESULTS
The campaign didn’t just reach people.
It resonated—with metrics to match:
+4.6% Brand Favorability (Kantar)
+4.2% Aided Brand Awareness (Kantar)
+63% Added Earned Media Value (Stripe Theory)
3.5 minutes average dwell time on Fire TV (vs. 16.5s norm)
+58% Unaided Brand Awareness
+46% Aided Ad Awareness
These weren’t just numbers—they were brand lifts in all the right places: awareness, affinity, and association with modern luxury and creative exploration.
THE MALIBU TOUR
Due to the campaign’s success, Lexus expanded the partnership by sponsoring Anderson .Paak’s Malibu Tour. We launched a national sweepstakes offering fans a VIP concert experience and created a Lexus-branded photo activation at select venues.
The Encore:
$1.3MM in incremental revenue
Thousands of fan interactions